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.”
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)