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LOS ANGELES — Hollywood stylist Jennifer Rade has linked with QVC to design Edge by Jen Rade, a capsule collection making its debut on the network’s live “Red Carpet Style” broadcast on Feb. 22.
This story first appeared in the January 4, 2013 issue of WWD. Subscribe Today.
Westchester, Pa.-based QVC’s annual event, taped live in Beverly Hills during Oscar weekend, has become a platform (along with New York Fashion Week) to introduce collaborations with bold-faced names like Rachel Zoe and Nicole Richie.
Rade, known for styling Angelina Jolie as well as rockers like Pink, softened her tough-girl style into three wearable yet embellished pieces for the debut: a chiffonlike maxidress retailing for about $75, a blouson elbow-sleeve top with gold studs for about $40 and a lace tunic top with built-in camisole for about $58.
The pieces will roll out simultaneously on the network’s online platform, and a second group of pieces (a stretch lace pencil skirt, lace-trim top and lightweight denim trouser jean) will get the same treatment in March on a yet-to-be-determined date.
“I’ve been approached to do lines before, but I chose QVC as my first design venture because of their connection to the customer,” said Rade. “Some describe me as a ‘stylist of the people’ because I’m not about labels or expensive things. Fashion is about what works on you. I wouldn’t be happy if my brand fit only a certain portion of society.”
Lisa Morrissey, QVC’s vice president of fashion merchandising, met Rade at the 2012 Red Carpet event. “When you meet Jen you just fall in love with her personality. With the passion she had for dressing all types of women, we thought, ‘How can we not take advantage of this opportunity?’” said Morrissey, who pointed to unexpected details such as zippers, studs and appliqués that give the otherwise basic pieces their character.
“We look for a lot of comfort, not high fit points, to make sure every style can be worn by every size range, which is how QVC runs its apparel business,” Morrissey noted. Dresses and tops are both key categories for QVC, but denim is not, so the trouser pant is a first. “With the look of her brand and her personal style, denim played perfectly,” said Morrissey.
While the company doesn’t project sales or units sold, the track record of the red-carpet broadcasts speaks for itself. Most items are offered in limited quantities, so most sell out within minutes due to the number of viewers who tune in or log on during the popular Hollywood-themed program.