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Ivanka Trump’s dream of robing herself entirely in Ivanka Trump wares is one step closer to becoming a reality.
This story first appeared in the July 3, 2012 issue of WWD. Subscribe Today.
The businesswoman and socialite is launching a sunglass collection with eyewear maker B. Robinson for spring that will complement her brand’s apparel, footwear, handbag and jewelry lines.
“I joke with my husband that there’s no present anyone can buy me because I’m dressed head to toe in Ivanka Trump,” Trump told WWD, adding that fragrance, swimwear, watches — and possibly a kids’ line — are in the pipeline.
“I make sure that each of the categories are part of the larger brand to create a cohesiveness,” she noted.
Set to hit stores in the spring, the classic, yet modernized sunglass collection incorporates looks from Trump’s jewelry line by infusing crystal coral, opal and other semiprecious stones into the frames. Sunglasses will retail for between $68 and $128. There also is an upscale line ranging from $150 to $175 that uses more stones and intricate hardware that nod to designs from Trump’s bag and footwear collections.
“I think Ivanka’s brand represents classic fashion. It’s not too classic or too fashion-forward,” said Cliff Robinson, owner of B. Robinson. “You will see some beautiful tortoises and some really nice combinations of ivories and what I call earth tones.”
Mainly plastic, frames come in a variety of shapes, including aviators, cat-eyes and oversize styles.
Wearability, value and accessibility in terms of price are “key” to the collection, Robinson asserted.
“Our goal is to have Ivanka be the leader in the price point she’s operating in,” he said.
B. Robinson, which makes eyewear for the likes of Cole Haan and Cynthia Rowley, as well as David Yurman and Judith Leiber through its luxe arm Legacie, is also in discussions with Trump to make an optical line.
“There hasn’t been as much innovation in the market. You haven’t seen a lot of fashion — it’s been stagnant,” Robinson said. “Ivanka is bringing a fresh perspective to eyewear and, in general, a freshness to retail.”