Rumley is a very mature, very nuanced, and quite character-heavy writer-director. Thus, Fashionista's problems aren't its lack of being an adult film, but, perhaps, its full-commitment to it. As this dull double-love-affair narrative consists of too-much uninventive plot development, with un-exciting and largely predictable situations. It stylishly portrays emotion well, but Rumley is best when more in thrill mode.
This is so bad that it makes you wonder if you got it wrong - maybe there is something underneath the common-sense considerations on consumerism, fashion, design? Maybe the constant Sirk/Ray referencing serves some higher purpose? Maybe this film's badness is in itself a meta-comment on film-making? Hm. I don't think so.