Christian Siriano Builds a Brand
After winning Project Runway, Christian Siriano was faced with the difficult task of staying relevant in the notoriously fickle and demanding fashion industry. Experts explain just how challenging that world is, and how Christian was able to create his own unique brand.
- [Carlos] With Christian's TV victory behind him,
he set out to prove to the industry
that he could do everything he said he could.
He had to prove that he was viable
as a designer and as a business.
- He knew this was a pivotal moment.
He knew that it was an opportunity
and he knew that he was coasting
on this wave of pop culture popularity.
- Here you have the opportunity of this incredible platform,
but you have to make something out of it.
You can win, you can have everybody know your name,
but the task is not done.
Now you have to build the brand.
- There's the thought within the fashion industry
that perhaps with Christian, it was pure dumb luck.
Perhaps you don't have the chops.
Maybe you're not really authentic,
you didn't really come from a background
who knows how to make a dress
and to market and target a customer.
- It takes a long time to be known for your work
as opposed to one piece that you've done,
which is like an actress that did one film
and is always known for that movie.