NEW YORK — Behnaz Sarafpour is ready to kick back and enjoy the sun.
This June, the designer will venture into new territory with the launch of her resort collection. It will feature 10 to 15 looks, which is about half the size of Sarafpour’s fall or spring collections.
“It’s been a very important part of our expansion,” Sarafpour said. “For us, New York has always been our strongest market, and we are now very focused on expanding into other markets. Resort will enable us to not only increase our current sales, but also to expand in a lot of other parts of the country.…Once you are looking to expand in Texas, California or even Florida, where our fall-winter collection is not as applicable, resort will come in handy.”
She added the resort collection will target existing U.S. accounts, which include Barneys New York, Neiman Marcus and Jeffrey New York.
Sarafpour was tight-lipped about the nature of the collection, which will open to retailers on June 8, and would only say: “It’s really geared toward party clothes, not string bikinis.”
Sarafpour is already planning the next step: She hopes to launch handbags for spring.
In related news, the designer tapped Jennifer Meyer as director of public relations. Meyer takes over responsibilities from Phoebe Gubelmann, a former minority partner in the firm who left the company in February and sold her stake to Sarafpour. Meyer joins from Harrison & Shriftman, where she was senior account manager in the fashion and accessories division. Prior to that, she was a writer at Harper’s Bazaar.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)