About nine months after the bridge brand changed owners, Ellen Tracy is releasing the first signs of its makeover: a new logo and mark.
The brand’s black-and-white block-print tags are being traded for a bronze and bone palette, inspired by a piece of bronze tweed.
“The fabric spoke to us about everything the Ellen Tracy woman is: lively, strong, daring, bold, confident, not perfect, warm,” said Mark Mendelson, Ellen Tracy’s chief executive officer since May. “Everything will have a warmer patina than steel, and it will be more feminine than the hard black-and-white label before.”
For the icon, two E’s form a T, which will be used on hangtags, tissue paper and tonal prints in linings. “It’s all subtle — our woman doesn’t want to wear E’s all over her,” Mendelson said. The logo was designed by David Lipman and his team.
The new color palette will also be used for Ellen Tracy’s new two-floor showroom at 1400 Broadway, where the brand will move at the end of the year.
Liz Claiborne Inc., which bought Ellen Tracy about six years ago for a reported $180 million, sold the brand for $42.3 million to a coalition of buyers that formed Fashionology Group LLC and Brand Matter LLC to house the brand. Ellen Tracy had slipped in volume from about $171 million when Claiborne bought it to about $100 million when the company was sold.
“The brand needs to be reinvented, and one of the quickest ways for a customer to know is a new logo,” Mendelson said. “But our product that we’ve fully designed doesn’t hit stores until July, so I’m being careful not to ask the customer to come look at us yet.”
The first product the new team was able to adapt hit the sales floors two weeks ago and is selling markedly better, Mendelson said. Spring has more of the new team’s focus and next fall’s collection will be the one the team will present as fully its own, which also will contain the new logo.
“We walked into a line that was very overdesigned and costumey. Our woman just wants normal clothes,” Mendelson said. “It didn’t get where it is in six months, and it won’t get changed in six months. The good news is, please God, we’ve bottomed out.”
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion