Designer collaborations with fast fashion brands like H&M, Topshop and Target have been advantageous and successful ventures that have gained momentum over the past few years with no real sign of slowing down. H&M collaboration with Lanvin, which launches November 20, has created a big buzz and a mutually beneficial relationship for both fashion entities. Macy’s department store announced its entrance into the designer collaboration business last week. It’s a bit tricky for a store that already carries big name designers but Macy’s has chiseled out a deal that will land it smack dab in the hi/low game.
Starting February 2011 and continuing throughout the year, Macy’s will launch a capsule collection that will rotate every two months in the retailer’s contemporary fashion “Impulse” department. The retailer tapped acclaimed designer Kinder Aggugini – known for designing for Versace, John Galliano, Vivienne Westwood, Paul Smith, Calvin Klein and Costume National – as its inaugural designer.
“It is an incredible privilege to have the opportunity to bring established and renowned fashion designers from across the globe to Macy’s fashion-seeking customer,” said Jeff Gennette, Macy’s Chief Merchandising Officer. “The launch of this designer program affirms that Macy’s is a unique destination for fashion, bringing sophisticated design and aspirational fashion to a customer that desires and demands constant newness in her wardrobe. We are confident that Kinder’s unique styling and intriguing background will appeal to Macy’s ‘Impulse’ customer and satisfy her desire for high-end fashion at an affordable price.”
The Kinder Aggugini capsule will be the first collection to be revealed in the designer series. Distinctly Aggugini, the line will feature modern, feminine and figure flattering silhouettes in two contemporary color stories: grey and blue with purple prints and soft pink and black. Priced on average from $40-$140, with specialty pieces selling up to $300, the line will feature jackets, knitwear, dresses and shorts. Key items will include tailored leather and bouclé jackets, soft cardigans, ultra feminine silk shorts and Kimono style dresses with Kinder’s signature touches. Clearly a reflection of Kinder’s personality, this collection fuses his Savile Row skills with refined elements of his signature looks and rock n’ roll attitude. Each piece is collectible, and when combined together, translates into a wardrobe full of surprises and total individualism. Other designers in the series will be announced individually in advance of each capsule.
“When I was approached by Macy’s, I thought they were going to ask me to be in the Thanksgiving Day Parade,” said Kinder Aggugini. “Imagine my surprise when I heard they wanted me to design a line for their stores all over the U.S. So I thought; a designer known for handcrafted luxury aimed to the fashion elite, to create a contemporary line for the kids of America? Oh yeah, sounds great! Let’s do it! And we can make it different. Let’s design it as if it was a runway collection, make this line about silhouettes, colors, draping and structure. The idea is to give it a chic look, that feels sexy and edgy and best of all, you can afford it.”
The Kinder Aggugini collection will be sold online and in 235 Macy’s brick and mortar stores in February 2011.
