From an Armani dress at the Academy Awards that Jessica Chastain said made her feel like Marilyn Monroe to a fictitious Broadway musical about her life on NBC’s “Smash,” the late icon is having a moment.
And Macy’s is ready to pounce on the opportunity by launching a collection of apparel in the mstylelab department at 150 stores and online mid-March.
The collection, which was created in partnership with LF USA and Authentic Brands Group, is targeted at 16- to 22-year-old women and will range from sundresses and halter dresses that cinch at the waist to cropped pants, gingham tie-front tops, pink polka dot denim and cut-off T-shirts. Several of the Ts feature photos of the actress. The collection will retail between $29 and $89.
“It’s very retro in feel but updated,” said Martine Reardon, Macy’s chief marketing officer. “It’s very feminine and flirty.”
The collection will be “one of the lead brands on our juniors’ floor,” Reardon said, and will be marketed in March magazines including Teen Vogue as well as through social media channels. There will also be “several targeted direct mail pieces” for Macy’s customers, as well as in-store representation that will employ iconic images of the actress.
The Marilyn Monroe collection launch is part of a larger strategy for the retailer to zero in on what it calls the Millennial generation, shoppers between 13 and 30 with estimated annual spending power of $65 billion for product at Macy’s price level. The company identified 23 brands in categories ranging from men’s and women’s apparel to footwear and beauty that it believes will appeal to this customer.
If sales of Marilyn Monroe apparel are as successful as expected, Reardon said, Macy’s would consider expanding the product categories it offers under the label in the future.
Nick Woodhouse, president of Authentic Brands, which acquired the intellectual property of Marilyn Monroe LLC in January 2011, said much of the product in the market today is “novelty-based” and includes products such as Post-it notes, but the collection launching at Macy’s is its first foray into ready-to-wear. The brand also has licensing deals with MAC for cosmetics and Dior for fragrance.
He said that although he believed a Marilyn Monroe collection could be a “good brand” for Authentic Brands, the appeal to young girls was a bit surprising. “But the Google generation has recognized her sense of style and mystery” and is also drawn to her “amazing quotes that you couldn’t make up yourself,” he added.
Woodhouse declined to provide a volume projection for the line.
Looking ahead, Woodhouse said Authentic Brands will be offering other products, including optical glasses, sunglasses and accessories with Allure Eyewear, for fall; handbags, fashion accessories and gifts with Li & Fung accessories for summer; candy with It’Sugar for spring, and women’s footwear with Will-Rich Shoe Co. for holiday.
Woodhouse, whose company recently purchased Judith Leiber and HMX Group, said he also anticipates “a luxury play” with the label going forward.
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)