NEW YORK — With a shop in Mykonos and a lifetime of beach vacations under her size two belt, Stefani Greenfield knows a thing or two about resort.
It should come as no surprise, then, that the co-owner of Scoop NYC is launching a collection called Scoop Beach. "This is not stuff to [simply] go to the beach in," said Greenfield. "We're going to have this in our stores all year long."
In addition to being sold at the 15 Scoop NYC stores, the entire Scoop Beach collection will be rolled out to department and specialty stores worldwide, a first for the company, which has dabbled in wholesaling its private label shoes and handbags. The brand is represented by Findings here and in Los Angeles and will be shipped in three deliveries, in February, March and April. Sales projections at wholesale for the first year are $3 million to $4 million.
Some pieces in the collection — an embroidered white tunic and a Tiffany blue Moroccan dress with white insets — are reminiscent of Talitha Getty, the tragic Sixties style icon who was prone to wearing caftans. Others, such as a gauze dress with a beaded belt, are imbued with a Southwestern vibe.
"The Scoop girl is not a fashion victim," Greenfield said. "This is not about schlepping around in T-shirts and shorts. It's head-to-toe dressing and looking chic without looking like you tried too hard. It's a vision, it's a mentality, it's a lifestyle."
The line includes a variety of dresses, woven tops, jackets, knitwear, pants, shorts, scarves, sarongs, sandals, handbags, jewelry, hats and other accessories such as belts. There's also a miniaturized version of key styles for girls.
"We're doing swimwear next season," Greenfield said. "We have to have everything to satisfy our customers."
Scoop Beach is merchandised by colorway, with several styles appearing in more than one hue. A long strapless leopard print dress for $350 comes in black, blue and tan. There are short and long versions of several dresses, including a Moroccan tile print number with embroidery, $355 for short and $395 for long. Greenfield pointed out the variety of styles in the collection by holding up a suede tunic for $465. Then she quickly grabbed a long crochet skirt, $445, which she described as "Saint-Tropez meets Malibu meets Scandinavia."There's even a group of vintage knit dresses, the product of a collaboration between Scoop and What Goes Around Comes Around, and reconstructed denim skirts and shorts by Levi's.
The line has items to appeal to such disparate constituencies as traditional preppies and clubgoers. For the first group, a long white couture dress in a bright garden print fabric with beading scattered across the front, $550, would fit the bill. For the second, there's a metallic gold crochet top, a long tube dress in blue or orange ombré and a gold metallic one-shoulder ruched dress.
Caftans in ikat prints, $198, are considered classics, with matching handbags, $68, and pareos, $55. Clutches in suede, leather or black patent, inspired by Greenfield's grandmother Suki, are $295, and a raffia version is $245.
Greenfield said her aim and that of consulting designer Jeff Mahshie, creative director at Chaiken, was to make putting an outfit together a no-brainer. To take the guesswork out, several dresses come with more than one braided belt with tassels, and a natural fedora is sold with four interchangeable bands. Much of the jewelry is bold and slightly retro, such as a love knot necklace and a silver turtle dangling from a long chain. There are also an antiqued gold coin necklace and gold bangle bracelets, meant to be piled high, and beaded cuff bracelets.
On a recent day, Greenfield surveyed the conference room where Scoop Beach was displayed on rolling racks along three walls and said with amazement, "We started this only two months ago."
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)