NEW YORK — Theodora & Callum is expanding its business with the introduction of T+C Theodora & Callum, a line of fashion accessories produced under a licensing deal with Collection 18.
The T+C Theodora & Callum collection will launch for resort 2014 with hats, cover-ups and the brand’s signature scarves. Retail price points will range from $38 to $68 for scarves, $38 to $58 for hats and up to $148 for jewelry. With lower price points (scarves from the main collection start at $175), cofounders Stefani Greenfield and Desiree Gruber saw an opportunity to reach a wider customer base while maintaining brand identity. “It’s not about diffusion, it’s not about a secondary line — it’s how do we take the energy [of Theodora & Callum] to T+C Theodora & Callum and offer it to a broader audience,” said Greenfield. “Scarves are the ultimate outfit completer. Process is process. Creativity is creativity. It’s not determined by price point.”
Greenfield and Gruber have been working with Collection 18, which also produces scarves for Anne Klein, BCBG Max Azria, Nine West and Vince Camuto, for five months in preparation for a May market debut. “Before we started, I said, ‘I need to understand your capabilities and your workmanship,’ said Greenfield. “I could not believe the value and quality that they were able to produce while still conveying a message that was on brand. They are masterful in design and putting groups together. They know their consumers very well.”
When it came to designing the collection, Greenfield and Gruber looked to the Theodora & Callum archives. “A lot of it is inspiration within our scarves that have become symbolic for the brand,” said Greenfield. “We went back through all of our designs and found elements, [such as] evil eyes, shells, leaves.”
T+C Theodora & Callum also marks the first full-fledged jewelry offering for the brand. Previously, the main line has done select, one-of-a-kind pieces for in-store promotion and ad campaigns. “I’m a jewelry freak,” said Greenfield. “To me, jewelry is such a statement of who you want to be, as soon as you get dressed.” Jewelry will be the priciest offering of the collection.
While the new collection aims to hit a larger customer base, Greenfield believes that T+C Theodora & Callum will still appeal to their current clientele. “We live in a world now where you could wear Zara and Chloé, J. Crew and Azzedine Alaïa,” she said. “There are no rules. So anyone that loves color and globally inspired prints, and goes nowhere without a scarf on their body or in their handbag, they can wear T+C or Theodora and Callum.”
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
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With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)