Now that one of Mackage’s designers, Elisa Dahan, has a new baby and a three-year-old son, she and her codesigner, Eran Elfassy, decided there was no better time than the present to launch children’s outerwear.
This month Mackage Mini makes its debut at Barneys New York, Bloomingdale’s, select boutiques and in its Mercer Street store in Manhattan with an assortment of wool and down styles for girls and boys. Inspired by the brand’s women’s collection, the new line has such signature touches as logo buttons, leather epaulets and fur-trimmed hoods. This is new territory for the 13-year-old Montreal-based brand.
Dahan, who is already back at work three weeks after the birth of her second son, Rafael, said that she decided to venture into children’s wear when she was unable to find jackets for her elder son, Nathan. “From a consumer’s perspective, I didn’t feel they were warm enough. I felt there was something missing. This is for mothers and fathers who really care about their child’s aesthetic to that high of a degree,” she said. “I think there are a lot of people who do care about how their kids dress, because they do it for themselves.”
Last month on her new InFashionated blog, Dahan wrote, “OK, let’s be honest! I find the choices for kid’s [sic] clothes out there are very weak.”
Initially, she and Elfassy wanted to create coats for children in sizes two to six, but buyers insisted they design them for two to 12. They were told that sizes eight to 12 are the sweet spot at retail. Mackage Mini consists of wool coats for girls, peacoats and double-breasted coats for boys and puffer down coats for each. Retail prices will range from $395 to $450.
Elfassy declined to comment on projected volume for the new line but said the company’s annual sales are running 23 percent ahead of last year, and in the U.S. they are up by 40 percent. Mackage Mini will focus on essentials before expanding into rainwear or leather outerwear, he said.
His five-year-old niece drew the crown-wearing sticklike figure that appears on the logo and hangtags for Mackage Mini. By chance, another niece, 18-year-old Danielle, gave Elfassy the idea for the company’s name, by mispronouncing maquillage, the French word for makeup. When she was five, Elfassy once asked her for a kiss, and she refused because she said she was wearing “Mackage.” “Now she tells me, ‘I gave you the word. I should own the company,’ ” he said with a laugh.
Yesterday, the Parisian fashion house @azzaro_official cut the ribbon on a temeporary retrospective at the wing of the Musée des Arts Décoratifs in Paris. The exhibition, which shows the lasting influence of the brand’s founder Loris Azzaro, is titled “Azzaro, Fifty Sparkling Years” and presents 50 looks. In it’s ’70s heyday, fans of the brand included Jane Birkin, pictured here, Raquel Welch, Brigitte Bardot and more. See more photos on WWD.com #wwdfashion
@trinaturk and @macys Inc International Concepts line are linking up on a collection for summer — filled with accessories, swimwear and shoes. The collection will also include a Mr Turk men’s line, both of which are the designer’s first entry into a more accessibly priced area. “It’s very world-traveler, gypset-inspired,” said Turk. The Trina Turk x INC line will launch on May 15th. #wwdfashion
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge