Imitation of Christ (designs)
| File:Imitation 2012 logo official.svg | |
| Formerly | Imitation of Christ |
|---|---|
| Industry | Fashion |
| Founded | 2000 Los Angeles, California, U.S. |
| Founder | Tara Subkoff Matthew Damhave |
| Owner | Tara Subkoff (2001–2007; 2012–present) Josh Sparks (2007–2008) |
Imitation of Christ originated as a conceptual art initiative and later developed into a fashion label, created by former American art students Matthew Damhave and Tara Subkoff. Initially starting as an art collective, it transitioned into a fashion brand featuring exclusively recycled garments, which were meticulously hand-stitched by Subkoff and collaborators. The collective organized unconventional "guerrilla"-style runway presentations, showcasing models such as Scarlett Johansson and Chloë Sevigny.
After selling the brand in 2007, Subkoff revived it in 2012 under the abbreviated name Imitation.Template:Fix/category[citation needed]
Founding period: 2000–2006
Imitation of Christ was established in 2000 by former art students Tara Subkoff and Matthew Damhave, originally conceived as an art collective. Prior to launching the project, Subkoff had left art school and pursued an acting career. According to Subkoff, many quickly misunderstood the initiative as a fashion brand,[1] prompting the duo to produce four collections together before Damhave's departure in 2001. The name draws inspiration from the fifteenth-century devotional work The Imitation of Christ and a song by The Psychedelic Furs.[2] Their presentations were known for being theatrical and politically charged—for example, one season involved requesting donations from attendees which were then given to charity—while simultaneously captivating fashion editors with aesthetically striking garments. In its early phase, Subkoff appointed Chloë Sevigny as creative director.[3]
These exhibitions adopted a guerrilla approach,[4] with initial shows staged in a funeral parlor located in Manhattan's East Village.[5] Models such as actress Scarlett Johansson appeared on the runway wearing both men's and women's designs.[6][7][8]
All clothing items were handcrafted using recycled materials sourced from vintage stores, thrift shops, and places like Goodwill. Subkoff transformed these garments into pieces of wearable art, cultivating a dedicated following.[6] Reflecting on the brand’s philosophy, Subkoff explained:
Our focus was on addressing waste, repurposing discarded items by giving them new life, and reintroducing craftsmanship into an era dominated by mass production. This approach felt particularly relevant in 2000. At that time, conversations about issues like globalization and free trade were possible. However, after the events of September 11th, everything shifted dramatically—our message was eclipsed by pervasive fear and misplaced patriotism.[4]
Hiatus and Ownership Transition: 2005–2008
In 2005, reports emerged that Subkoff had placed the company, operating under the Opening Ceremony label, on a temporary pause. Reflecting on this period, Subkoff remarked: "There was significant misunderstanding surrounding its initial form. The brand grew immensely and seemed like a major success, yet as with many artistic and innovative ventures, it was never a financial juggernaut. It functioned more as an art project." To sustain the company financially, Subkoff took on multiple roles, including a footwear collaboration with Easy Spirit and consulting work for Sara Lee Apparel.
Between 2006 and 2007, the brand was acquired by Josh Sparks, the former CEO of Australian label Sass & Bide, for an estimated $2 million; however, the company ceased operations within a year. By 2008, it was reported that Subkoff expressed interest in reacquiring the label following its bankruptcy.
Revitalization and Rebranding: 2011–Present
Following her recovery from extensive brain surgery due to an acoustic neuroma diagnosis, Subkoff announced in 2011 her intention to independently revive the label. She aimed to return to its core concept: offering effortlessly wearable essentials with a distinctive edge. Additionally, she shortened the brand name to Imitation. That year, she unveiled a short film featuring new designs. The reintroduced Imitation brand debuted its first runway show in 2012.
See also
References
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External links
- Comprehensive Timeline and Gallery Archived 2016-03-04 at the Wayback Machine of Imitation of Christ runway presentations at Vogue.co.uk