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By Liana Satenstein
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Prayer garments are, at first glance, Array. They sell blouses, nuisettes and bags covered with slogans in a fundamental serif font or cropped photos of pop culture icons. Some of her most popular pieces come with a short polo shirt with “Father Figura” across the chest, a tennis skirt featured with Angelina Jolie as Lara Croft in Tomb Raider, and a small shoulder bag that says “God’s Favorite. ” . This juxtaposition between the innocence of the slogans and the sensuality of the design, combined with the incredible Online marketing creates a darkness that underlines the simplicity of the brand. Prayer transforms his creations into something more sinister, evil and sought after. So far, the brand, created through Alex Haddad and Skylar Newman in 2020, has attracted an eclectic mix. from enthusiasts including Rosalía, Jennifer Coolidge, Megan Thee Stallion, Heidi Montag and Olivia Rodrigo. The label has also attracted downtown New Yorkers. “Our visitor base varies a lot for us,” Ne wman says, “As Olivia Rodrigo loves her, and some idiotic New Yorkers love her. “
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The label was born out of boredom and friendship. Before praying, Newman worked at a software company in New York and Haddad at an architecture firm in Los Angeles. At the same time, Newman made promotional garments for a media corporation, which encouraged him to make garments with Haddad. They started small, handing out coins to their friends, and finally began to pray. Haddad and Newman claim that their perspectives are open to interpretation and use words that interest them. “In terms of intellectualizing the brand, we liked the concept of putting messages on garments that have unclear meanings and presenting them clearly,” Newman says. “Usually, the message has more than one meaning or reference. Some other people see the posts as ironic and others see them as serious. “
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Sentences and words are taken from implausible sources. There is a quote from Corinthians in shorts (“When I was a child, I spoke like a child, I understood as a child, I think like a child: but when I have become a man, I keep things childish”). There’s also a reproduction of Nash’s saccharin bop, I hate you, I love you in a sports bra (You said you wouldn’t do it and you it up). Sometimes the prayers say like an excavation, adding the merchandising “they don’t build statues of critics,” a quote that has been attributed to Finnish composer Jean Sibelius. Similarly, her seductive “Do It” dress reads as follows: “Do it/Nothing is impossible”, however, the words are located in such a way that they can also be interpreted as “Do nothing/It’s impossible”. The prayer message is in the eye of the beholder and can be as dark as you want. intensity at its best.
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Marketing emphasizes this sarcastic advantage. Its e-commerce site is reminiscent of a low-fidelity Geocities fan site, an aesthetic that has worked for other fashion brands like Online Ceramics. His instagram feed mastercompletey fuses fact and fiction in a way that is almost impossible to discern. the photographs come with a photo of a Lindsay Lohan paparazzi dressed in Prayings’ white “Holy Trinity” bikini that says “Father” and “Son” on the caps and “Holy Spirit” on the crotch; a photo from Paris Hilton’s directory dressed in a blouse that reads “You Matter / Don’t Give Up”; and Adam Sandler in full prayer attire, with his Twilight fan bag. Praying’s fandom is already such (look at Heidi Montag and Rosalia) that any of those photographs are plausible. “If you zoom in on some of those photos, they’re obviously not genuine,” Haddad says. We see it the same way when other people use it in real life. There are some other unexpected people, like Olivia Rodrigo.
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Surprising or not, Praying insolencely announces even his most unlikely fans. The tactic is reminiscent of Teflar calling Sonja Morgan to model his campaign, Raul Lopez de Luar faking photographs of Judge Judy to advertise his Ana bag, or even Balenciaga selling Justin Bieber as the face of his label Everyone is in the irony.
While the logo has temporarily become a favorite with celebrities, the biggest evidence that they did their knockoff at Fashion Nova. The store sells a “God’s Favorite” T-shirt for only $ 6. 99. Of course, the Praying blouse is not that complicated to create; it’s just a foundational font on a T-shirt. While other small logos may be upset that a fast fashion company lifted their design, Praying hugged it and posted a screenshot on Instagram of her. Our only question remains: is it genuine or is it fake?
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