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“It’s all about the delicious factor,” says Rebecca Moses. “When you put something on, you want it to feel delicious.”
This story first appeared in the September 2, 2009 issue of WWD. Subscribe Today.
Moses is talking about Rebecca Moses Heart Soul Style, her first label under her own name since 2004, which, as previously reported, is debuting for spring. Done in partnership with LF USA, the better line will wholesale between $22 and $120, which Moses expects will make the clothes all the more appealing at retail.
“This is accessible chic,” says the Italy-based Moses, who until recently consulted with the Italian label Bilancioni. “Times have changed, and fashion needs to reflect that.” In her new line, she keeps to sportswear staples — trenchcoats, snappy skirts and scores of knits — while folding in edgier fare such as blouson-leather jackets and skinny white jeans. And she added the occasional pop of fluorescent color, as well, to “take the seriousness out of clothes,” she says. “I think everyone needs that now.”