NEW YORK -- Macy's Herald Square flagship will unveil a new Impulse Dress department Monday, patterned after the Impulse Sportswear department it opened in August.

Benny Lin, fashion director for Macy's East, said the department will be anchored by in-store shops for ABS, Nicole Miller, Laundry and Donna Ricco. It will feature such resources as Leon Max, Parallel, Cynthia Rowley and Vivienne Tam.

Lin said the department will cover a third of the 30,000-square-foot total dress area on Macy's fourth floor.

The Impulse area, he said, has been designed with updated motifs and display and is aimed at "the urban contemporary customer that we are addressing in the Herald Square store."

Macy's will run a two-page ad in this Sunday's New York Times launching the department and highlighting the store's short dress story for spring.

A kickoff fashion show at 6 p.m. Monday, March 21, will feature Rowley, Ricco, Cathy Hardwick, Geary Roake and Rex Lester.

To unlock this article, subscribe to WWD below.

load comments
blog comments powered by Disqus