NEW YORK — For Vera Wang, shopping with her daughters Cecilia, 21, and Josephine, 17, is a favorite pastime. Wang learns about their generation’s style on those trips to Bleecker Street or Madison Avenue, and the experience is now proving to come in handy as she launches into juniors apparel and accessories under the Princess Vera Wang moniker.
The collection, which officially launches at Kohl’s next month, is an extension of Wang’s fragrance of the same name, which she introduced in 2006.
“It made sense to leverage the success of the Princess fragrance into a complete juniors collection,” the designer said. “For me, it is also my chance to express the inner youth of my creative head. I love the freedom to mix and match at will, to layer and color, style and express fashion with energy.”
The collection embodies a younger spirit than anything Wang has offered so far, and is based on several teenage archetypes, like rock princess, preppy princess and flower princess. Case in point: an ocelot printed top layered over an orange tank, plaid twill pants, cropped blazers and graphic printed T-shirts — the kind of clothes girls might need for back-to-school. There are also handbags and shoes in the launch assortment. RELATED STORY: Narciso Rodriguez Kicks Off Kohl's Designer Program >>
Mario Grauso, president of Vera Wang, said the Princess brand “has resonated for us in a powerful way, even internationally. Vera and I felt strongly about expanding it at some point, and talked about doing more of a lifestyle collection within the brand.”
The lineup, priced at retail from $12 to $84.99, will be exclusively available through Kohl’s, which, since 2007, has been selling the Simply Vera Vera Wang line. Kohl’s official launch date is July 9, though merchandise will start to trickle into a select number of doors as soon as Friday (the promotional department store needs to carry merch for two weeks before it can mark it down).
Overall, the new categories are estimated to have retail sales of $36.3 million for the fall season, with apparel being the largest category at $27.9 million.
For Kohl’s, the addition could lift its overall juniors business, which “has been tough for us the last couple of years,” admitted Wesley McDonald, Kohl’s senior executive vice president and chief financial officer, at the Jefferies 2012 Global Consumer Conference this week. “It continues to be tough in the spring.…We also, obviously, didn’t have as much of a color denim. That’s a big trend in juniors, so that’s been rectified for back-to-school. We’ll be a big player in that business. So just like any other year, there’s always some content issues that we can improve upon.”
Wang and Grauso see Princess expanding into a soup-to-nuts lifestyle brand with the same kind of breadth of Kohl’s Simply Vera line. Asked about potential categories, Grauso cited cold weather and home as areas Wang would like to explore for Princess.
For Wang, it’s not just an additional business but also provides a way to snag her future clientele at an early age. “That’s certainly something we hope for,” Grauso said, adding that once that customer is captured, “We can then give her an offering through her wedding and beyond.”
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)