NEW YORK — The worlds of media and fashion are converging.
NineWest, The Jones Group Inc.-owned footwear firm, has partnered withInStyle magazine to create a capsule collection of fall shoes, whichwill be available for purchase in August. The move signals a newfrontier for both parties, and potentially another revenue stream forInStyle — which also just signed a deal to do a line of women’s shirts.
“We’vedone collaborations before, primarily with designers and influencers,but this is the first time we’ve ever collaborated with a magazine,”Richard Dickson, The Jones Group’s president and chief executive officerof branded businesses, told WWD from Nine West’s bright offices inMidtown here. “Out of all of them [magazines] that would have beenpossible, InStyle certainly was the best magazine we could have everhoped to do it with — particularly because their reach, their skill set,their understanding of the consumer and their point of view fits inparticularly well with Nine West’s positioning.”
The idea for theshoe collection, which ranges from $79 to $149, materialized — as manythings do in the fashion industry — over dinner during at Paris FashionWeek.
Dickson said he and the InStyle editorial team begantalking about trends in footwear, and soon realized that a marriage ofthe minds would be “innovative” for not only Nine West but also for thefashion publication. The teams then came up with 10 styles in 26 colorsand materials, including single sole cutout pumps, polished deep-V wedgeankle booties and men’s wear-inspired flats. The limited-editioncollection makes use of materials ranging from suede and calf hair topatent leather, and it is branded in the shoe as a “9W InStyle”collaboration.
“We thought this would be a great opportunity forus to translate our brand values into these chic wardrobe statements,’”said InStyle editor Ariel Foxman. “Honestly, it’s really a wonderful wayfor us to develop this brand new revenue stream that’s well within ourcore brand values.”
Collaborations with brands might be new forInStyle, but they aren’t a novel concept in the magazine world. Inrecent years, Bon Appétit introduced kitchenware that it sells throughHSN, while Elle magazine has clothing and beauty lines. But overall,deals with major fashion brands are rare, which is why InStyle’s NineWest agreement stands out.
To market the collection, InStylewill devote a 12-page editorial booklet in its September issue.Consumers are invited to post an Instagram photo of themselves wearingtheir shoes with the hashtag #9WInstyle, and the editors will select themost stylish look and feature it in the magazine.
Nine Westadded that it would offer the line for pre-sale on its Web site fromtoday and at select Nine West stores in the U.S. and Canada on Aug. 16.
“Forus it [the collaboration] brought the credibility that InStyle has, aswell as their point of view to our brand,” Dickson said. “Ultimately, tohave Nine West break ground with a publication like InStyle is a greatmilestone in the brand’s history. I think also it is representative ofthe new way of marketing the brand to be more culturally relevant andmore appreciative of the right style at the right price at the righttime....It’s been easy, fun and informative. We’ll see where it goesfrom here.”
As for the new shirt line from InStyle, it will besold by bra size. Called InStyle Essentials Perfect White ShirtCollection, it will feature three different white button-front styles:classic button front, weekend tunic and blow blouse.
The shirtsare available for $59.99 at shopinstyleessentials.com. They will befeatured in the September issue that goes on sale Aug. 16 and will beavailable for an indefinite period. The shirts use a patented sizingsystem by TrioFit. InStyle declined to disclose sales projections.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)