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Seven For All Mankind has turned to the world of interior design for its latest collaboration.
The VF Corp.-owned premium denim label next month will introduce the Jonathan Adler for Seven For All Mankind collection exclusively at its branded stores in the U.S.
This story first appeared in the April 22, 2010 issue of WWD. Subscribe Today.
The limited edition collection is broken down into three themes — Deluxe, Rustic and Pop — with a men’s and women’s look for each, giving the line a total of six jeans and six tops. The Deluxe items were designed for a casual beach lifestyle, while the Rustic segment relies on more modern, earthy looks. Pop looks use brighter colors and white contrast for a preppier look. The collection will retail for $90 to $210.
Susan Kellogg, president of VF’s contemporary brands coalition, said Seven looks to other fashion brands as well as the worlds of art and architecture when considering potential collaborations.
“We try to find people that really personify our brand,” she said. “We bring the denim expertise and they bring something completely divergent from what we do.”
In years past, the brand has collaborated with the likes of Zac Posen, Azzedine Alaïa and Pucci. Pairing up with Adler marks the first time the interior designer has gotten involved with fashion design and, likewise, the first time that Seven has collaborated with somebody outside fashion.
“It has been exciting to have the chance to extend our aesthetic into apparel, especially with Seven For All Mankind because we all know everyone needs jeans,” Adler said.
Kellogg said Adler’s playful design aesthetic and attention to detail made him an attractive partner, particularly when considering a collection being offered for summer.
“With Jonathan, he’s just clever and fun,” she said. “Those are all words that resonated with our team and with our brand….I think he lived up to all of our expectations. The whimsy he’s famous for came to everything he touched.”
The collection will launch on May 12 with a cocktail party hosted by Adler at Seven’s SoHo store. Special events will also be held at units in Los Angeles, San Francisco, Dallas and Miami throughout the month. Each of the brand’s 30 stores in the U.S. will devote floor space near the entryways and window displays to marketing the collaboration for the month of May. Shoppers will also be able to pick up some of Adler’s tabletop accessories.