MILAN — Stephen Fairchild is coming home, sort of.
The American-born designer, now based in Brussels, has built his business with distribution mainly in Italy. But his apparel collection, approaching its third season this spring, will now be sold in the U.S. for the first time.
"It’s my homeland and DNA, but I’ve always said that I wouldn’t tackle the U.S. market until we were completely ready," said Fairchild. "Now we have the right price points and the structure to deliver on time, two requisites that are fundamental for America."
Fairchild, 41, began his career in fashion working for such houses as Giorgio Armani, Calvin Klein, Polo Ralph Lauren and Valentino. His company is a joint venture formed with the $252 million Mariella Burani Fashion Group.
By the end of 2004, Fairchild’s aim is to have hit $20 million in sales and to count at least 300 points of sale worldwide.
To reach that goal, American distribution will be handled by Enrico Libani, an agent who runs an eponymous showroom in New York. "[Libani] will present the collection to key stores in the next couple of weeks and will set up our U.S distribution," said Fairchild. "Our target is to secure between 50 and 60 points of sale by next season, ideally a mix of department stores and specialty boutiques like Fred Segal. I’d rather not be relegated to a corner with a million other designers and be told that if the clothes don’t sell, it’s my fault."
Currently, the line is carried in 45 stores in Italy, a figure Fairchild expects to double in a year’s time. It is available at Brown’s in London as well, and starting with spring, the collection will also roll out to the Benelux countries.
"With 80 percent sell-through at full price and numerous reorders each season, our relationship with the stores is becoming more solid each day," said Fairchild, who is the son of former Fairchild Publications chairman John B. Fairchild.
The spring collection spotlights individual pieces to be mixed and matched,blending military influences, sporty chic, distressed fabrics, sexy fits and ethnic or romantic details."I’m learning from my mistakes. So with this collection, I was much more reflective, making sure that it was focused and not repetitive," said Fairchild.
Retail prices run from $125 for pants to $350 for jackets. In the works for Fairchild’s companyare an accessories collection, a fragrance and the opening of a new showroom in London.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty