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.”
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@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)