LOS ANGELES — Lucky Brand Dungarees is thinking like an artist.
The Vernon, Calif.-based denim-driven label has quietly rolled out its new Limited Edition collection, high-end garments, each numbered inside. And in classic marketing strategy, it’s already creating buzz with its scarcity.
The 12-piece collection for women and men pushes Lucky’s fashion envelope with better, imported fabrics like pure indigo and black ring-spun denim, weathered finishes and edgier styling. For fall, there is a military-Girl Scout hybrid miniskirt cut from a shirt and embellished with Vietnam era-style patches including dice, and a patch-covered tattered vest with a peace sign revealed under exposed yarn. Heavily garnished denim is also core to the line, including low-rise jeans with exposed selvage on pocket hems and a resin-baked finish.
Lucky executives consider the line, which began shipping Jan. 30 to less than two-dozen doors, as a roots-inspired collection.
"We wanted to speak to the customer at a different level and thought the timing was right with the sneaker industry reissuing special-edition runs of their own," said Liz Munoz, Lucky’s senior vice president of merchandising.
Washes that can cost four times the regular applications help ramp up the sales tab. The line retails for $120 to $220, about double typical Lucky prices, and is manufactured in limited runs of about 150 pieces per style.
"We wanted to do something that we couldn’t do in the original Lucky line because of prohibitive costs," added Lucky denim design director Mike Hodis.
The venture, though, isn’t one that will shake up sales charts. Overall, Lucky revenues are estimated to be about $150 million to $200 million, but Munoz expects Limited Edition to barely ring up a few million dollars. "This isn’t geared to move anybody’s needle," he noted.
The cool factor is at play here, with the line selling in an under-the-radar manner. Fred Segal in Santa Monica and E Street Denim in Highland Park, Ill., are among the hot shops carrying the numbered styles, as are only 10 of Lucky’s 70 signature stores, including locations at the Third Street Promenade in Santa Monica, Calif., and New York’s SoHo district.Retailers report the line’s quality resonates with fashion-forward customers.
"It’s a great classic product with lots of originality, good finishes and it’s saleable in a world where things may be spectacular, but are really flash-in-the-pan," said Thomas George, who purchased about 60 to 80 units for his E Street Denim store.
Retail experts say it’s another push for differentiating the almighty brand, and adding cachet to the rest of the line.
"There’s a hunger for unique items," said Carrie Williams, owner of Seattle-based Brand Lab, a strategic brand agency, specializing in apparel accounts, "and even though the average Lucky customer might not be able to afford the item, it enhances the perception of the company."
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)