NEW YORK — DKNY partnered with accessories e-tailer BaubleBar on its second designer collaboration Fusion series (the first was Erickson Beamon in October of last year), launching Thursday on baublebar.com, DKNY.com and at DKNY stores nationally this spring.
DKNY + BaubleBar’s nine-pieces were co-created by DKNY’s design team and the Web site’s fashion director Shoshanna Fischhoff and are based on the brand’s current Jackson Pollock-inspired spring collection. This theme is reflected throughout, in the form of rings, earrings, bracelets, cuffs and necklaces that are comprised of resin poppy flowers, enamel stripe detailing and mixed silver and rose gold chains. Pieces range from $40 for a chain link stackable ring to $175 for a fuchsia poppy bib to $320 for a mixed chain statement necklace with enamel striping.
“As we’re expanding with our collaborations, we’re trying to think outside the box and work less with jewelry designers and work more with brands and designers and other lifestyle verticals. Ready-to-wear felt like the most natural transition into that,” said BaubleBar co-founder Daniella Yacobovsky of the heavily fuchsia, chartreuse, toffee and white offerings.
Starting at 11 a.m., the landing page on baublebar.com will feature DKNY looks paired with the jewelry, all styled by the brand’s social media personality, DKNY PR Girl (whose real name is Aliza Licht). Licht, who officially serves as the brand’s senior vice president, communications, devised a multichannel, social media outreach strategy surrounding the launch of the collection with BaubleBar. Both entities’ digital flagships with have an interactive shopping section that link to one another, as well as to DKNY.com for complementary outfits. It will also be the lead story on DKNY’s branded editorial section DKNYtimes.com. Each will send an e-blast, announce on their respective Facebook pages and Twitter accounts and post images on Instagram and Tumblr (via notesonacity.com, dknyprgirl and blog.baublebar.com). Additionally, there will be a BaubleBar + DKNY dedicated board on social discovery site Pinterest on both brand’s pages, as well as images on DKNY PR Girl’s pages on pose.com and whosay.com.