style and the city

With the encouragement of her husband and a degree in marketing and fashion from The University of Akron, Lauren Ward set out to bring women’s fashion back to downtown Akron. In 2007, she created NOTO (which means “famous” in Italian), an online-only clothing company that sells fashions for women ages 15-30. In September 2008, the company expanded to include a brick-and-mortar store on Akron’s north side. These days, however, you can find NOTO on Maiden Lane, next to Mocha Maiden and Musica.

When selecting merchandise for the store, Ward is more concerned about the look of the clothing than the brand names behind it. As a result, she’s able to offer fashionable apparel at affordable prices. “No one knows whether you have a Marc Jacobs skirt or a $20 H&M skirt,” she says. “Names don’t impress me.”

Instead, Ward trusts her instincts when selecting styles, and tries to keep real women in mind. “I want people to walk away and feel good,” she says. That means carrying something for everyone, from super girly styles to pieces with a more masculine influence.

NOTO’s inventory is an eclectic mix of modern, youthful pieces along with vintage items, which Ward says really allow customers to personalize their own style. For help finding vintage inspiration, Ward has the advantage of being able to consult her mother-in-law, who also happens to own The Funky Hippy—a vintage clothing store on Grant Street in Akron.

And although NOTO currently carries designs mostly from companies in places such as California, Ward says in the future she would love to feature clothing from local designers, perhaps students or alumni from The Fashion School at nearby Kent State University. “We need to work on what we have here and try to expand it,” she explains.

A fashion education

Kent State’s Fashion School, which celebrated its 25th anniversary in 2008, has become one of the nation’s best, offering undergraduate degrees in both fashion design and fashion merchandising, as well as a five-year MBA degree in fashion merchandising.

The school has recently expanded to include the NYC Studio, 4,500-square-foot facility in the heart of New York City’s Garment District. There, Kent State students spend a semester in The Big Apple, taking courses and immersing themselves in the fashion culture amidst some of the biggest names the industry. Now in its third year, what began as a spring-semester-only program is available in the fall and spring, in addition to a special summer program that is open to students at other universities as well. This spring, the program has 65 participants—nearly three times as many as the first time around.

“It’s really unique,” says Emily Aldredge, director of The Fashion School’s NYC Studio. “As far as we know, there aren’t any fashion schools from around the world that have satellite campuses in New York City unless they are already based there. It’s an incubator for new ideas. We always have our finger on the pulse of what’s going on, so we can investigate what’s happening in the field of fashion and always stay relevant.”

Another benefit of the program is that it grants students access to industry professionals and accessibility in terms of networking, as well as volunteer, work and internship opportunities that they hope will lead to jobs. Part of the school’s philosophy, Aldredge explains, is “not only developing students’ skills and teaching them the importance of this major, but then to allow them the opportunity to land a job in the field of their choice.” With the creation of the NYC program, creating a KSU student presence in the city, the university’s fashion school is elevated to a whole new level. Kent students are now competing with FIT (Fashion Institute of Technology) students and Parsons (The New School for Design) students for jobs and internships.

During their semester at the NYC Studio, students focus solely on fashion-related coursework. They keep a full schedule (12-18 credit hours) of courses, including Kent campus staples as well as NYC-centric classes such as luxury marketing. Because students are studying within the city, Aldredge says the subject matter becomes more real to them as they’re able to gain an understanding of the atmosphere that inspires famous designers.

For most students, their semester in New York is a life-changing experience. “It’s about taking their experience (in New York) and going back to school with more appreciation and understanding for their learning,” Aldredge explains. “After being in the field, you appreciate the classroom education more.”

That certainly is the case for Ashley Ostheimer, a third year Kent State student who attended the NYC Studio in Fall 2008. The Milan, Ohio native is majoring in fashion merchandising with a minor in business, and says she chose Kent State because it “has one of the best fashion schools within a university in the country” and because of the many different opportunities available to KSU students.

While attending the NYC Studio, Ostheimer volunteered at several fashion events including Fashion Week, the Fashion Districts Art Festival and the Wedding Channel Couture Fashion Show, among others. “While in New York City I was able to get a more hands-on experience,” she says. “I was able to volunteer at Fashion Week and many other fashion destinations. My network has grown immensely since being in New York City.”

Spring forward

Back in Akron, Ward is planning a fashion show next month to unveil NOTO’s spring collections. Expect to see a lot of pale citrus colors such as yellow, orange and lime green. Champagne will also be very big, Ward says, but paired with bold colors like cobalt or dark orange, to give a light and uplifting feel. Dresses will also play a big role this season because they can be dressed up or down with the simple addition of a belt or even a pair of jeans. “Choose one piece you can do whatever you want with it,” she says.

Ostheimer says bright colors are “in” this spring, as are sheer fabrics and high-shine fabrics. But if shiny fabrics and ultra-feminine silhouettes aren’t quite your style, have no fear. Ostheimer says destroyed denim and boyfriend-style clothing are also on the fashion radar for spring. Prepare to see a lot of shirt dresses, structured collars and sandals as well.

If you’re more concerned with stretching your dollar than splurging on ever-changing trends, Ostheimer suggests investing in a few core pieces, those “must-haves” that have been and will continue to be fashion staples. Three items she says no woman should be without are a pair of great-fitting jeans, a little black dress and a well-made cardigan. From there, you can always enhance your look with stylish accessories.