The scene at the Likely launch dinner.


GIRL MOST LIKELY: Likely, the latest women’s contemporary brand to launch out of Jaya Apparel Group — the same company behind last month’s debut of Cinq à Sept — hosted an intimate dinner at Claudette in Manhattan’s Greenwich Village on Wednesday night for editors and bloggers. Crystal Slattery, president of Jaya’s contemporary division, said the brand aims to fill a white space in the market and is inspired by Millennial consumers — “the way she sees the world through a digital lens,” she said. (Driving the point home, each guest’s seat was marked with their Instagram handle.) “We want to provide really great-fitting dresses with a lot of fashion and punchy colors at a compelling price point.”

Though Likely’s debut collection focuses on simple, bodycon dress styles — each one retailing for less than $200 — the brand’s fall and holiday shipments will include separates in a broader range of fabrics. The spring collection will hit select locations of Neiman Marcus, Nordstrom, Saks Fifth Avenue and Bloomingdale’s next month, as well as Shopbop, Revolve and its own e-commerce site.

The scene at the Likely launch dinner.

The scene at the Likely launch dinner.  Ashton Do

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