NEW YORK — Bloomingdale’s will devote some of its floor space this fall to showcase not just a new brand, but a specific fiber.
The high-end retailer has agreed to introduce an in-store shop concept exclusively featuring a collection of apparel made from Supima, the brand of extra-long staple cotton grown in the U.S. The fiber is generically known as pima cotton.
The Bloomingdale’s flagship here on 59th Street will launch the concept in September near its men’s department with a collection of T-shirts, henleys, hoodies and other luxury basics. Following the launch at the flagship, Supima in-store shops will open in Bloomingdale’s SoHo location here and then on to 16 stores across the country.
Buxton Midyette, marketing director for Supima, said all the items in the collection will be Supima-branded product.
“It’s a first for us and it’s a first, as far as I know, for any fiber company,” said Midyette. “Instead of an ingredient brand, we’ll be a full-fledged brand.”
David Fisher, Bloomingdale’s executive vice president and general merchandise manager for men’s and kids, said the retailer is approaching the project as a traditional consumer product launch. The final design and layout of the in-store shop is still being worked on, but Fisher said the presentation will emphasize the history of pima cotton and Supima’s American roots.
“In times like this you have to think about cobranding and cross-branding to offer the customer the best value for the dollar and I think this does that,” said Fisher.
The goal will be to expand the Supima apparel brand into from knits into more categories, including underwear and slacks.
“It’s a great opportunity to tell our story and we think we tell it best through beautiful product,” said Midyette.
Pima cotton in the U.S. is grown primarily in Arizona, California, New Mexico and Texas, and is significantly more expensive than conventional cotton. In recent years, farmers in those states have opted to shift to crops capable of generating higher profits, such as corn, soybeans and almonds. The U.S. Department of Agriculture estimates than 168,700 acres of pima cotton were planted for the 2008 crop year, a decline of 41.4 percent from the 288,100 acres planted in 2007 and the lowest acreage figure since 2000.
There is little indication that conditions have improved. For the week ended July 9, the number of 480-pound bales of U.S. pima sold for export stood at 213,200, compared with 830,500 bales sold for export during the same period last year.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)