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.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion