Wren will be launching its first swimwear collection in collaboration with The Lake & Stars for resort-spring.
This story first appeared in the August 26, 2013 issue of WWD. Subscribe Today.
The collaboration came about when Wren designer and founder Melissa Coker and The Lake & Stars’ Nikki Dekker and Maayan Zilberman, who are longtime friends, decided to create swimwear and beachwear pieces that embodied the spirit of both Wren apparel and The Lake & Stars lingerie. Drawing on their mutual love for the beach, the designers set out to create pieces that would speak to the consumer base they share — feminine, sophisticated ingénues.
“The target customer is a stylish woman who might wear the pieces with ready-to-wear as a beach-to-office look. She hops back and forth from New York to Los Angeles and always has a swimsuit in her bag,” said Coker.
Distribution will be aimed at specialty boutiques and e-commerce sites.
The limited-edition capsule collection will be vintage-inspired and will combine Wren’s signature use of bold prints and color with The Lake & Stars’ classic lingerie silhouettes.
Suggested retail for The Lake & Stars X Wren collection will be $172 to $226 for two-piece swimsuits, $198 for one-piece styles and “après-swim” items, including cotton and silk-blend caftans, will sell for between $116 and $127.
“This is the first foray into swim for Wren and the first time incorporating prints into the swim line for Lake & Stars,” said Zilberman. “We thought it would be fun to work together as we draw on a lot of the same inspirations, so it made for a really easy collaboration.”
Regarding the collection’s retro looks, Zilberman said, “The items that allude to vintage shapes are actually key items in The Lake & Stars’ running line of swimwear, which are influenced by details of the past. There are a number of items in this edition that are contemporary silhouettes, like the Puzzle one-piece and the Neoprene bikini top with sheer blocking. We were inspired by the combination of new and old references to create a modern vision with futuristic direction.”
For the campaign shoot, actress Carlen Altman was cast for a portrait session on her native Brighton Beach, in Brooklyn, in which bombshell images are reminiscent of Sophia Loren or Jayne Mansfield.
Wren is sold at Neiman Marcus, Saks Fifth Avenue and Creatures of Comfort, and the line has been seen on a number of celebrities including Keira Knightley, Charlize Theron, Michelle Williams, Alexa Chung, and Julianne Moore.
The Lake & Stars lingerie, swimwear and hosiery is sold at stores such as Barneys New York, Alice + Olivia, Coco de Mer, Journelle, Apartment C in London, Little Flirt in Australia and West End in Japan.
A wholesale sales projection was not available, but the line could generate more than $200,000 for the resort-spring season, according to industry estimates.