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.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast