DRESSING THE PART: Fashion advertisers may not be thrilled as readers to learn about Seventeen magazine’s plans to launch a capsule collection for fall. The same might be said of Sears, which will discontinue the licensed Seventeen apparel it currently sells.
But like it or not, editor in chief Michelle Tan teamed up with the publication’s executive fashion director and a “Project Runway Junior” judge Aya Kanai to head up The Edit by Seventeen collection. They helped dream up vegan leather overalls, a Hearst-backed bomber jacket and “The World is My Runway” statement T-shirt. Broken out into three types — New Classic, Boho and Sporty — the sportswear is meant to be interchangeable core pieces. Numerologists are not needed to figure out the number of styles — which fittingly is 17.
Retailing from $24 to $120, the apparel will first be teased on an Edit by Seventeen Instagram account that will make its debut next month. Its companion e-commerce site will go live July 5 and will be available until September. Kahn Lucas is manufacturing the collection through a licensing deal that will extend to next spring. Hearst Magazines could not say exactly when it will discontinue its existing collection with Sears.
Any remaining Seventeen apparel and accessories that is available on the Sears site “or in stores are marked for clearance,” a Sears spokesman said Thursday. “Starting in 2016 we shifted away from the Seventeen line and are focusing on our exclusive brands like Bongo and Simply Styled.” he added.
The magazine-approved apparel will also be “organically” planted in back-to-school editorial, fashion wells and “obviously in a big social media presence” with Edit by Seventeen, Tan said.
The fashion route has been a road well taken by Seventeen. During a phone interview Wednesday, Tan said she was admiring a 1967 Seventeen cover with Twiggy modeling Seventeen apparel. “We have had different lines in the past so it’s nothing different for our brand. But we do think this is a great opportunity for us. Fast fashion is something huge right now and it’s something we want to help our readers with,” Tan said.
“What we’re finding is our readers really love it when we help them navigate through all of the options in the world. We really want to give them core basics for back-to-school, which is a huge priority for our readers.” Tan said. “They want to establish their looks and feeling really confident in themselves, and invest in a new wardrobe. This is a way to do it without spending a lot of money. But also they can play around with their look and have some pieces that are of-the-moment.”