Alice + Olivia by Stacey Bendet has entered into a collaboration with U.K. legwear specialist Pretty Polly to launch a legwear line called Alice + Olivia by Pretty Polly.
This story first appeared in the January 28, 2013 issue of WWD. Subscribe Today.
This will be the first legwear collection for the trendy ready-to-wear brand. It will make its debut Feb. 11 at the Alice + Olivia by Stacey Bendet presentation during New York Fashion Week.
Bendet, chief executive officer and creative officer of Alice + Olivia, said the collection of tights and sheer hosiery will feature modern, playful pieces that will reflect the personality of both brands.
“I love legwear,” said Bendet. “I feel like it’s such an important component to how we style and wear our clothes. Its sexy, girly and fun.”
She said the legwear collection will comprise several groups, including basic and fashion tights and semisheer styles for career and party dressing. There will also be a novelty line for the “quintessential Alice + Olivia girl that is quirky, feminine and sexy.”
Colors will include black, navy, plum, dark red and green. Prints will include polka dots and plaid patterns.
Distribution is aimed at major department and specialty stores, as well as 10 freestanding Alice + Olivia boutiques in New York, California and Connecticut. The legwear will also be sold at aliceandolivia.com and prominent e-tailers including Net-a-porter and Shopbop. A price range was not available.
Deanna Berkeley, president of Alice + Olivia, described the legwear category as a “natural extension” for the brand.
“It is our intention to have an ongoing presence for Alice + Olivia in the hosiery market and we feel it could represent over $25 million at retail within its first three years,” said Berkeley. “This collaboration with Pretty Polly is the first step to a larger strategic initiative of the brand’s development in the hosiery category.”
Regarding a potential hosiery license, Bendet said, “If this collaboration goes well, a legwear license is something we would definitely be looking to do.”
Pretty Polly, an iconic British hosiery brand established in 1919, designs, develops and manufactures product in Derbyshire, England. The company also produces and distributes tights for House of Holland that are created exclusively for Pretty Polly by the London- based designer Henry Holland.
“After entering the U.S. market only two years ago, Pretty Polly has established a strong presence through a network of major global retailers. The Alice + Olivia for Pretty Polly partnership will increase recognition of both brands and create an even stronger presence worldwide,” said Jonny Mitchell, managing director of legwear for Courtaulds Brands Ltd, parent company of Pretty Polly.