Tyra Banks Picks San & Soni

Over the course of my five years running Kick PR, I have had the chance to work with so many amazing small designers. Many of them have a hard time breaking into the mainstream consumer market because they are short on funds. Many PR firms charge an arm and a leg, and make promises they can't keep. Being a small designer is a constant uphill battle. Whatever money there is, it needs to be allocated to make the most sense, and often times that's sales and production. In many cases, PR takes a back seat.

Sometimes though, even with the limited PR efforts, something amazing happens... word of mouth. San & Soni is one of those designers that people talk about, in a positive light. It's one of the most beautiful and unique lines I have seen, and every season the designers Jeet and Sonali Singh give us something even more special than the one before. This is a collection that speaks for itself and often times you hear, "Wow, what a fantastic jacket, where did you get that?" followed by "This is San & Soni." And it's in this exchange that word of mouth begins. Its exactly what Malcolm Gladwell talks about in his book, "The Tipping Point."It takes that one person, or group of people, to spread the word on something noteworthy.So, when Tyra Banks wore the San & Soni Princeton blouse from Fall 2009 on her show with Miss J, you can imagine what that does to a brand. Tyra is an all around fabulous woman. She embodies a woman of style and class, and choosing to wear San & Soni on her show is not only amazing exposure, but truly flattering. Even better, it happened on its own, naturally. Tyra's stylist was shopping in TG 170 on Ludlow Street and picked up the blouse.

The Fall collection is available online at TG170.com and www.sanandsoni.com, under Collections/ Fall '09. Check out the beautifully tailored blouses like the one that Tyra is wearing, the elegant and chic cocktail dresses that will wow a crowd this holiday season, and the blazers and coats that will keep you fashionably protected from winter's elements.

If you are in New York City, San & Soni will be selling for the third season at the Gen Art Shops event on December 2nd. The location is 7W, and shop 'til you drop from 7-10pm.