Shannon Schmalfeldt is an artist and designer for the Alabama-based fashion line Project Alabama. The label is known for its handmade chic, including recycled T-shirts and painted-on eveningwear, mostly sewn by local Southern seamstresses. According to Schmalfeldt, the Project Alabama girl is “artistic, cutting edge, witty, and not afraid to stand out in a crowd,” much like Schmalfeldt herself, as you’ll find out from this interview. Her current and everlasting style secret? “Nothing beats an old worn pair of Levis jeans,” she says.
Name: Shannon Schmalfeldt
Hometown: Huntsville, Alabama
Sign: Leo
How often do you read your horoscope? About once a month. Sometimes more if I’m stressed.
Current favorite song: I’ll give you my current Top 3: “Who Made Who” by ACDC, “Off the Record” by My Morning Jacket, and “The Magician” by Jason Isbell.
Childhood celebrity crush: A tie between Michael J Fox and Corey Haim. As a teenager, I was known for being completely devoted to Trent Reznor. Trent, if you’re reading this, I’m still completely devoted.
The movie you would watch whenever it is on TV? I love holiday movies. I must watch “A Christmas Carol” (the 1951 version) and “A Christmas Story” whenever I run across them.
If I could be anywhere, I’d be: in Japan. My best friend just finished a tour in Iraq. He’s in Japan for the next 5 months. I haven’t seen him since March. We expect him home for Christmas, but I can hardly wait another second.
Is there a book that has profoundly changed your life? My mom had a coffee table book in our formal family room where no one was admitted unless it was Easter, Thanksgiving, or Christmas. I would sneak into this forbidden room, slide this early 80’s edition of “The Museum of Modern Art, New York” off the table and thumb through it while hiding behind the couch. So there I was, eight years old, shaking with excitement and nervousness as I discovered the limitless renderings of form and function. I had always wanted to be an artist, but before this book, I just thought that meant painting like Monet. This book showed me possibilities and these possibilities changed my life.
What book are you reading now? “The Memoirs of Cleopatra” by Margaret George
What’s on your IPOD? The Rolling Stones, Otis Redding, Neutral Milk Hotel, Danzig, Coco Rosie, Marlene Dietrich, Nine Inch Nails, Les Cowboys Fringants, Johnny Cash, and She Wants Revenge.
How many air miles do you log a year? I just checked my Sky Miles account. At the end of this year I will be over 50,000 miles.
What is your favorite piece from your current collection? I love the Vanilla African Rose Melissa Coat. It fits like a glove and is truly a piece of wearable art. I always gravitate to the pieces that say “Hey, look at me.” We also have this great, completely raw edged, rock and roll tank in our Project Alabama Green T collection with two blue birds sitting on a swirl of Victorian-like branches.
How would you best describe your client? Her style is a lifestyle. She desires quality products that are produced with social and eco-conscious methods. She’s the cool, hip girl next door: artistic, cutting edge, witty, and not afraid to stand out in a crowd.
What are your favorite hometown stores? We have a Southern Family Market grocery store about 3 miles away. I drive an extra 5 minutes to Fresh Market to get herbs and vegetables. When I’m ready to indulge myself, I go to local antique shops. There’s a great one on Wood Avenue in Florence, Alabama. They have antique toys, jewelry, dishes, post cards, and clothing. I do love a vintage dress.
Who are your personal style icons? Kate Moss looks effortlessly chic and there’s something completely natural and warm about Gwyneth Paltrow. I’m also drawn to the classic greats like Jackie O. I love the idea of a time when every woman had a bag and shoes to match one particular outfit. Everyone was so put together and sharp.
Right now, every girl needs a _____? Project Alabama signature corset. Have you tried one on? They compliment every body type by moving everything up and front and center where it can be displayed properly. They work with jeans, evening skirts, mini’s … the possibilities are endless.
What do you buy at the newsstand? My town doesn’t have a newsstand per se. I have subscriptions to Vogue and W. When I’m at the local bookstores, I buy STEP Inside Design, anything Martha Stewart, or any design magazine with a great cover.
Your ideal night? I love evenings with my daughter when everything is quiet and relaxed. We just lounge around eating banana splits and watching “Good Eats” on TV. This happens almost once a month.
Now at CUSP Georgetown, available at all boutiques Spring 2008
.jpg "Susie Crippen and J Brand jeans")
