The launch collection of sleepwear and loungewear by Steve Madden will be sold exclusively at Nordstrom in the U.S. and Hudson’s Bay stores in Canada this fall.
The collection, which is produced under license by the Carole Hochman Design Group, a division of Komar Brands, will be the first foray by the Steve Madden franchise into the innerwear field. The line will also be sold at thebay.com, beginning Aug. 1.
Distribution will be expanded to major department and specialty stores for spring.
Seth Morris, president and chief executive officer of the Hochman firm, said the collection will be marketed under the “Mad Crazy Dreams” tag line.
“The garment label will read Steve Madden, but Mad Crazy Dreams will be marketed on heat-sealed back-neck facing, hangtags and printed twill tapes.…The customer will see it [the tag line] at point-of-sale but it won’t really be visible while wearing it,” said Morris.
A mix-and-match collection aimed at women ages 18 to 25 will be rendered primarily in cotton knit in a variety of tops and bottoms, as well as matching pajama sets in graphic prints. Key colors will be turquoise, pink, gray, charcoal, black and cobalt blue.
Signature styles in the Navajo-inspired collection include a totem graphic-print lounge pant, a Wild Spirit racer-back tank, a Cozy Up thermal capri set and Mad 4 Plaid flannel sets. Other groups include Color Block, Tinted Ombre, Beneath It All, Feminine Twist, Layers of Lace and Dream Catcher.
Morris said the line will feature special treatments such as shoe strings instead of traditional drawstrings at the waist.
“It’s a unique detail that connects the core shoe brand with the sleepwear and loungewear,” explained Morris.
Regarding the look of the collection, Rob Schmertz, brand director for Steve Madden, said the collaboration with the Hochman creative team was important in capturing Madden’s trendy signature look.
“Their vision for the collection has resulted in flattering, fun and stylish styles that will undoubtedly meet the comfort needs of the young contemporary market,” said Schmertz.
A collection of intimates bearing the Steve Madden name will be introduced in 2013 for back-to-school selling.
“It’s a lifestyle brand and intimates will be a natural extension,” said Morris.
A first-year wholesale sales projection was not available. But Morris said distribution will be expanded in international points of sale at a later date.
“We would not be entering into this unless we see it as a very meaningful business. Steve has a strong international base,” said Morris.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
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