The Chelsea Design Group is launching the first collection of intimate apparel bearing the Ellen Tracy name.
Scheduled for Dec. 15 deliveries, the line of bras, undies and shapewear targets “women in the 40-to-45-year-old age range, women with an average dress size of 12 and 14,” said Tobie Garfinkle, senior vice president of merchandising at Chelsea Design.
The launch of Ellen Tracy lingerie is part of a licensing deal signed between Brand Matter LLC, owner of the Ellen Tracy brand, and the Komar Co., which has a joint venture partnership with Chelsea Design.
Distribution is aimed at over 200 doors of major department and specialty stores, including Bloomingdale’s, Nordstrom and Von Maur, said Stu Greenberg, president and chief executive officer of Chelsea Design.
“In this [tough] environment, we believe there’s opportunity out there to create excitement, so we’re putting tremendous support behind the brand by working with the Ellen Tracy team on brand direction, channels of distribution and customer demographics,” said Greenberg. “We believe very strongly that now is not the time to limit newness. It’s time to be aggressive with newness. We want to create a brand following, and we’ll have styles that can be placed on automatic replenishment.”
Bras will be sized from 34A to 38DD and will retail for $42 to $62; bottoms will include a thong, a hipster brief, and a boy-cut short, selling from $18 to $28. Control garments will be sized S, M, L and XL. Shaping tank tops will retail for $42 and $44, and tummy smoother briefs will be $26 and $28. Colors include camellia pink, aqua, a printed lace on a marble gray ground and animal prints.
Executives declined to provide sales projections for the line, but sources estimated it should do $2 million to $3 million.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast