Sam and Libby Edelman have worked up a very specific profile of the target customer for their new multicategory world, which for fall includes the launch of contemporary clothes, outerwear, handbags, hats and scarves, plus jewelry and the label’s mainstay: shoes. Their girl is fun, aspirational, loves to look sexy, parties on Saturday nights and does brunch on Sunday.
This story first appeared in the March 20, 2014 issue of WWD. Subscribe Today.
“We’re not interested in her after she’s out of her 20s,” said Libby Edelman, walking through the lineup. “We pick her up from a junior brand and she moves on.”
It’s a major push for the 10-year-old Sam Edelman brand. The aesthetic mood was Neil and Pegi Young in Seventies California and the Marais neighborhood in Paris. A smart distillation of current entry-level contemporary trends, the clothes included moments of bohemia, grunge and rock ’n’ roll with short ruffled dresses under fitted moto jackets, a sweatshirt worn with cropped plaid pants, and lots of knits, camouflage, studded embroideries and leather and vegan leather pieces.
There were color-blocked leather handbags for work, and a fold-over pony clutch for a night out. A wide range of nylon bags, such as messengers and backpacks with pony and camouflage accents, were designed with the idea of a secondary bag — one carried to the gym or for extra work materials — in mind.
Jewelry catered to free spirits with an edge, with an emphasis on big hardware and crystals. Printed scarves; wide-brimmed and schoolboy hats, and shoes including printed slip-on sneakers, combat boots, lace-up booties and T-straps with mean metal stilettos left virtually no accessory category uncovered.