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Alexander McQueen Sets New RTW Line

Alexander McQueen, who in September unveiled a footwear line for Puma, will launch a second rtw line called McQ-Alexander McQueen next fall.

LONDON — Alexander McQueen is building his brand at breakneck speed.

The designer, who in September unveiled a footwear line for Puma, will launch a second ready-to-wear collection called McQ – Alexander McQueen for fall 2006.

The denim-based collection will be for men and women and will include accessories, McQueen said in a statement late Friday. It will be produced by the Italian company SINV Spa.

“The focus of this collection will be younger and more renegade, but always signature McQueen,” the designer said in the statement. “This partnership will add a new and inspiring dimension to the McQueen world.”

The new rtw line comes hot on the rubber heels of McQueen’s new collaboration with Puma. The Alexander McQueen Puma line will launch in 200 to 250 stores worldwide in January, including McQueen’s flagships in London, New York and Milan.

McQueen parent Gucci Group has strongly encouraged its smaller brands to build their businesses by striking deals with outside companies. Gucci wants the brands, which also include Stella McCartney and Balenciaga, to be profitable by 2007.

Later this week, McCartney will unveil a limited-edition capsule collection for H&M. She also has a successful performance sportswear line for Adidas.

The new McQueen line will hit 600 shop floors worldwide in June. A McQueen spokesman said the stores that will carry the line will include Neiman Marcus and Harvey Nichols, but not the McQueen flagships in New York, Milan and London. Prices will range from 495 pounds, or $870, for selected knitwear items to 60 pounds, or $105, for a T-shirt.

The collection will include denim jeans, jackets, trenches and miniskirts with special treatments and washes. It will also include knitwear, T-shirts, woolen coats and trousers made from washed and overdyed cottons.

The line will be produced and distributed under a five-year licensing agreement with SINV, which also makes See by Chloé, DKNY Jeans, Krizia Jeans and Moschino Jeans. Turnover at that company is 136 million euros, or $161 million at current exchange.

“This new license integrates perfectly with the SINV portfolio and boosts our presence in the high-quality prêt-à-porter industry,” said Massimo Braglia, chief executive of SINV. Both companies declined to provide first-year sales projections.