NEW YORK — Sigerson Morrison mysteriously disappeared last fall — but the footwear brand is being strategic about its comeback, starting with its spring and pre-fall collections.
Users visiting sigersonmorrison.com the past few months have been informed the brand is “on holiday” — via a kitschy message set on a sun-drenched, palm tree-ridden backdrop and a countdown with how many days until the spring 2012 collection and a new site will launch (now at eight days). It also directs customers to the online home of Sigerson Morrison’s contemporary counterpart, Belle by Sigerson Morrison, which has since occupied the brand’s freestanding store on Prince Street in NoLIta here (its store has also seen a 75 percent increase in sales for Belle’s fall collection, year-on-year).
This all comes on the heels of Kari Sigerson and Miranda Morrison, creators of the 21-year-old footwear brand that was acquired by Marc Fisher Footwear in 2006, exiting the company last March. According to industry sources, the fall 2011 collection — the last one designed by the duo — failed to get traction from department stores and was never produced.
Following the departure of its co-founders, former Teen Vogue and Marie Claire editor and street-style darling Taylor Tomasi Hill was tapped as a creative consultant to refresh the line and produce editorial content for the brand’s soon-to-be-launched online home. Additionally, Sweden Unlimited was brought on to design the new site and creative agency Lloyd & Co. to “refocus the brand from an image standpoint,” according to Susan Itzkowitz, president of Marc Fisher Footwear. Lloyd & Co. conceptualized and executed the image campaigns that will appear on the revamped site next week, part of the brand’s dual strategy to grow its online presence and roll out a slew of new digital marketing initiatives.
“The reaction to our pre-fall collection was very positive, from both retailers and editors alike. The high caliber of quality and design, in conjunction with disciplined price points, very much invigorated the conversation people are having about Sigerson Morrison,” Itzkowitz said of the new range, which retails from $295 to $495 and is 30 percent less from the previous entry price point of $395.
She projects healthy growth in sales this year for the brand — a 25 percent increase from the spring 2011 collection, the last one designed, produced and sold at retail under the direction of Sigerson and Morrison. This will start with the pre-fall range, the first collaborative effort between the Marc Fisher team and Tomasi Hill.
“I have a newfound appreciation for creating color palettes and choosing materials — there is so much to choose from, and I think we put together an amazing assortment. We included so many rich textures, [including] suede, snake [and] spazzolato — my new favorite material,” Tomasi Hill said of her first collection with the brand, a predominantly taupe, gray, brown and black color palette infused with pops of burgundy and teal. Silhouettes include classic pumps, boots, wedges and flats with details such as croc-stamped leather, patterned ponyskins, trompe l’oeil cutouts, metal toe caps and oversize kilties.
Tracy Margolies, Saks Fifth Avenue’s vice president and divisional merchandising manager of women’s footwear, called the pre-fall collection “very strong” and added: “The design direction was focused and the materials were elevated. They were able to capture the mood of the season in a more sophisticated point of view, which was refreshing to see at this price point.”
Next month, the brand will debut its fall 2012 collection.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)