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NEW YORK — Christian Siriano has another peg to hang his hat.
This story first appeared in the February 16, 2011 issue of WWD. Subscribe Today.
A capsule collection of Siriano’s special occasion dresses will be featured in Spiegel’s The Dress Event magazine and on spiegel.com, beginning April 4.
According to Geralynn Madonna, president and chief executive officer of Spiegel, the company asked Siriano to design 10 dresses that can be worn on special occasions. Among the looks are a chic cocktail dress, a prom dress, a black-tie occasion dress, a showpiece gown, a tailored suit, jacket and shawl. Fabrics run the gamut from satins and jacquards to rayon jerseys, twills and embellished brocades.
Produced entirely in New York and ranging in price from $49 to $800, the Christian Siriano dresses will be featured in 20 percent of The Dress Event’s 116-page magazine, which also highlights dresses by Spiegel, Newport News, Shape FX, as well as other designers such as Matrushka, Lotta Stensson and Sine Die Clothing by beetle. The Spiegel-Siriano collaboration will be advertised in a campaign that breaks in March, featuring Siriano with the models, that was photographed Jan. 31 at Chelsea Market.
Having studied fashion in London before interning at Alexander McQueen and Vivienne Westwood, Siriano became the youngest winner of “Project Runway” before starting his own ready-to-wear business. His collection, which is sold to stores such as Saks Fifth Avenue and Neiman Marcus, starts at $200 and can go as high as $3,000.
Describing the collaboration with Spiegel, Siriano told WWD: “It was a pretty great process. It was my first time doing a clothing collaboration, and they know what they’re doing. They’ve been in business so long, and they’re really on top of it, so it was easy.” He said the whole process took about six months from start to finish.
Siriano explained that the Spiegel executives suggested the idea of “a very occasion-driven line” which they needed for their customer. He said they wanted it to be elevated in style and more fashion forward than the current offerings. The idea was to design clothing that a woman can wear to work, and then wear out at night, as well as “two to three great dresses people can wear multiple times.”
“I tried to keep it as luxurious as possible with the price point. Clothes still need to look expensive at a great price,” he said. “Right now, the collection is for one season but hopefully it does well and the customer loves it. I would love to continue and hopefully they [Spiegel] will.”
“We loved working with him. He was very hands-on, and we’re hoping it’s an ongoing relationship,” said Madonna.
In addition to his designer collection that was shown at Lincoln Center Thursday night, Siriano designs shoes and bags for Payless ShoeSource.