French Connection has developed a new brand, Pippa, and Bloomingdale’s will have the exclusive on the fall launch.

This story first appeared in the July 2, 2010 issue of WWD.  Subscribe Today.

Pippa, described by officials as a collection of contemporary workwear essentials, will be at all Bloomingdale’s stores and bloomingdales.com in the second week of August, but shoppers will be able to preorder on bloomingdales.com/pippa in mid-July.

“We feel strongly that creating an on-trend category for the young professional woman is going to resonate,” said Frank Doroff, Bloomingdale’s vice chairman and general merchandise manager of ready-to-wear.

“Now more than ever, the contemporary shopper is on a quest for affordability without sacrificing fashion. Together with Bloomingdale’s, we identified an untapped vacancy for stylish workwear at a certain price point,” said Andrea Hyde, president and chief executive officer of French Connection Holdings Inc. USA.

French Connection said Pippa focuses on suiting separates, dresses, skirts and woven tops, and is geared for mixing and matching. Styles include wool dresses with sleeve detailing, classic slim-fit trousers, skirts with ruffle accents and an oversize cable-knit throw-on cardigan. There’s a neutral color palette — mainly black, charcoal gray and navy — infused with accent colors in tops. Tweed, silk and structured jersey are key components. Prices range from $138 to $188 for dresses, $138 to $218 for jackets, $98 to $128 for pants, $78 to $98 for woven tops, and leather and outerwear for under $350. Aside from Pippa, the French Connection portfolio includes the French Connection, Great Plains, YMC and Toast brands.