SIMPLE FASHION: Real Simple is getting into the fashion game. The women’s magazine has inked a partnership with apparel and accessories company Cuyana to create a co-branded fashion collection aptly dubbed Cuyana for Real Simple. The collection, which will be sold on Cuyana’s Web site, marks the first time Real Simple has offered clothing. The line will come out four times over the next year, with the first collection set to appear on May 15.
Real Simple said the collection is “intended to help women simplify their lives and their wardrobes by offering beautiful, versatile and affordable items that are sophisticated and made to last.”
This story first appeared in the April 16, 2014 issue of WWD. Subscribe Today.
The wares will be produced by the San Francisco-based Cuyana, which markets itself as a women’s lifestyle brand that produces globally-inspired clothing and accessories. Cuyana’s products tend to hover in the $50 to $200 price range, and they have a minimalist aesthetic, consisting mainly of T-shirts, draped sweaters, capes, various bags and other accessories.
According to Real Simple publisher Charlie Kammerer, Cuyana reached out to the magazine because the brand has a similar “philosophy.” That philosophy includes simplifying the busy lives of women, Kammerer said.
When asked how involved the editorial team was in developing the collection, the publisher said, “The edit team was one of the stakeholders in the partnership, and they had a seat at the table throughout the process. Our fashion editors know better than anyone else what the Real Simple consumer is looking for in terms of fashion and what fits best into her life.”
Advertisements for the collection will be in Real Simple’s print magazine, on its Web site and on its social media sites, as well as in sister publications under the Time Inc. umbrella.
While Cuyana is the first fashion push for Real Simple, it’s not the magazine’s first retail collaboration. The title also has product relationships with Bed Bath & Beyond, as well as Finestationery.com.