'Mortal Instruments' clothing line will hit Hot Topic
You know that feeling where you want to kill some supernatural demons but have nothing to wear? Chain fashion store Hot Topic is here to help.
The tie-in movie fashion line is to be expected these days, particularly with any story that has a YA fan base. So perhaps it was inevitable that The Mortal Instruments, a best-selling series about a seemingly ordinary teen (Clary Fray) who discovers there is a whole world of demon hunters living in present day NYC, is getting a big fashion push. A movie version of the first book in the series hits the big screen this August, and the studio, Sony, partnered with Hot Topic as well as Tripp NYC to create a whole Mortal Instruments collection, which includes goth-looking dresses, jackets, and patterned leggings. Of course, much of this — like with the black top, above — is covered with a rune symbol. Clary would be proud.
“Instead of doing the typical T-shirt, lanyard, socks deal we decided to create a whole collection and that kind of stemmed from working with Sony way in advance,” Vice President and General Merchandise Manager for Hot Topic Cindy Levitt explained. “Think like the Mad Men capsule collection at Banana Republic. …I was looking at these stills from Mortal Instruments and just thought, ‘That looks like Tripp.’ Tripp is a major brand for us, with [their] whole punk-rock [aesthetic]. They had [the same] aesthetic that we were going for for Mortal Instruments.”
After partnering with Tripp NYC founder Daang Goodman, who designed the collection, the two women set out to create a a set of looks that would be wearable to both hard-core fans as well as more causal viewers. The result? The collection can be divided into two sets: The darker, more goth-inspired items such as black jackets and dresses, with lots of visible zippers and more punk-rock elements, as well as more girlie pieces such as multi-colored leggings and dresses that highlight the NYC skyline, much like in the Mortal Instruments poster. “This [part of the set] is much more contemporary and for a girl who isn’t going to wear that gothic look,” Levitt explained.
According to Goodman, in addition to consulting with the source material written by Cassandra Clare, she was also inspired by the city. “It’s very much New York, underground, a whole new world,” Goodman explained. “It’s about good and the evil and the feeling of power. When I wear this [gestures to Rune shirt, pictured above] when I see that symbol I feel good. It’s fashion, but at the same time it means something. When you wear them you feel like you have this inner power. It’s fantasy, which is incredible.”
For would-be demon hunters, the collection will debut in stores and online July 8. The Mortal Instruments: City of Bones will hit theaters August 21.