NEW YORK — Mark Badgley and James Mischka, who built their business with red-carpet eveningwear, are lightening things up with a daytime dress label.
Badgley Mischka Platinum Dresses will hit stores in January, but guests at the designers' Sept. 6 runway show will get a glimpse of what's to come — stylish, colorful dresses. During a preview Friday, the pair, each dressed in dark jeans and white button-down shirts, seemed collected about preparations for the show despite being knee-deep in their latest initiative.
Mentioning that their summer fun was over, both men agreed the daytime dress launch could no longer wait. "People have been asking for it for a while, but we wanted to break it out as a separate division," Mischka said.
Previously, daytime dresses were offered in Badgley Mischka's signature collection and sold "really well," he said. The only drawback was that most stores chose to merchandise the dresses in eveningwear departments.
Now Platinum, which is considerably more affordable than the designer's top-shelf label, will be sold in dress departments in better department stores and specialty stores. Far from testing the business, the company plans to ship 20 to 25 styles 10 months out of the year. With retail prices starting at $325 and topping off at $450, the aim is to reach a wide range of shoppers, including those who may or may not be able to buy the signature collection.
Like Badgley Mischka Platinum Eveningwear and Badgley Mischka Platinum Sportswear, the daytime dresses by the same name are produced by Groupe JS International. Executive vice president Fran Ornstein declined to pinpoint the number of accounts that are expected to carry the daytime dresses, but noted that eveningwear launched in 325 stores, and that many more units sell dresses. A polyester blend dove gray dress with a pleated neckline, a sleeveless, belted black dress with white piping, a short-sleeve printed crinkle chiffon dress and a long aubergine patio dress are expected to be top sellers, she said.
Badgley Mischka, an Iconix Brand Group-backed company, has been on a roll. Teri Hatcher appears in the company's fall ad campaign, the label's Fleurs de Nuit bows this fall, swimwear launched last month and costume jewelry is a recent addition. And, of course, there is a new daytime bag collection. That's all for now, Mischka said, adding, "We've been getting a lot of [positive] feedback from stores, which is good. Imagine if it was the other way?"
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast