The company recently opened a boutique here, launched a wovens division and beefed up its New York-based staff to support anticipated growth. Known to customers mostly for its wide assortment of knits under the MAG by Magaschoni moniker, the company will also be remerchandised as Magaschoni beginning this fall.
"There is more worldwide brand recognition for the Magaschoni label," Monica Belag-Forman, president of Magaschoni Apparel Group Inc., said of the decision to streamline the branding effort. "We felt more people recognized us as Magaschoni, so all of our corporate identification has been changed to Magaschoni."
Underneath the Magaschoni umbrella it will operate the Blue Label for knitwear and casual bottoms and the new Beige Label for wovens, including suits, coats, dresses and separates.
Magaschoni is a division of the M. Magtague Co. Ltd., which had its origins in 1976 when it was launched as a children's clothing resource for department and specialty stores such as B. Altman, Saks Fifth Avenue and Bonwit Teller. It has also been a cashmere supplier to many Seventh Avenue fashion houses. While the company is Chinese-owned, it has its international design headquarters here.
The company sells its own label to 800 accounts, including Saks Fifth Avenue, Bloomingdale's, Nordstrom, Neiman Marcus Direct, Stanley Korshak and Fred Segal.
About a decade ago, the company launched MAG by Magaschoni for its knitwear and continued to use the Magaschoni label for its social occasion business, which it is now incorporating into Beige Label.
"We see an opportunity in wovens between Elie Tahari and Ellen Tracy," said Belag-Forman.
Beige Label consists of suits and separates and is marked by unexpected details such as paneled collar stitching or pleated linings. For holiday, key looks in Beige Label include a gold metallic trench, priced at $297 wholesale; a tuxedo jacket, priced at $270 wholesale; a jacket with pleated lining, $220; a panne velvet and crinkled chiffon with grosgrain jacket, $175; a crocheted evening lace skirt, $160, and a gold brocade jacket, $182. Overall, Beige Label wholesales between $110 and $300 and targets 200 doors in the first year. Sales projections for Beige Label are $7 million to $10 million, according to Belag-Forman.The Blue label, meanwhile, offers a variety of knitted tops and casual bottoms that work with the cashmere tops, and includes velvet jeans, cropped jacquard pants, technostretch cotton pants and velvet skirts. It wholesales from $68 to $300.
To better serve the two divisions, the company hired Howard Kriteman as vice president of merchandising. He joins from Anthropologie Direct, where he was vice president. At Magaschoni, Kriteman will also oversee the e-commerce division, which went live earlier this month at magaschoni.com. "The site is more geared toward knits," Kriteman said. "But the sky is the limit on the Web site. It's a tremendous opportunity for us as people feel more and more comfortable to shop online."
In addition, Antigone Sorkin joined as sales director for the Beige Label. Lucia Greco will continue to oversee Blue Label as vice president of sales.
Last February, Magaschoni reentered the Manhattan retail scene with a 2,500-square-foot space at 36 East 60th Street, between Madison and Park Avenues. The company used to operate a SoHo unit on Wooster Street, but its lease expired shortly before the Sept. 11, 2001 attack on the World Trade Center.
"We had always wanted to move locations, and we were looking to open on Madison Avenue, which we thought was a better venue for our product line," Belag-Forman said.
The uptown store is a joint venture with Larry Kaynes, who owns Shari's Place in Kings Point, N.Y., and Boca Raton, Fla. It is attached to Vertigo and Friends, which Kaynes has a stake in and which offers contemporary collections such as Vertigo. Magaschoni also operates boutiques on Main Street in East Hampton, N.Y., and on Beauchamp Place in London. Belag-Forman declined to predict the company's volume for 2005, but said, "I think we can reach $75 million in the next three to five years."
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye