Macy’s is raising the bar on Bar III.
The eight-year-old Macy’s private brand is collaborating with TV personality, podcaster and beauty influencer Becca Tilley on a limited collection, marking a first for both parties. It’s Bar III’s first collaborative endeavor and Tilley’s first ready-to-wear collection.
For the “Becca Tilley x Bar III” collection, Tilley designed dresses and separates pieces inspired by her personal style and worked with the creative team at Reunited Clothing. It’s a versatile collection, with pieces that are suitable for both day and evening occasions and extend from classic in style to bold and edgy.
The price points range from $39.50 to $129.50. The size range is inclusive, from XXS-XXL, and there’s an “aspirational” point of view.
“I have been interested in doing a line of my own, but I didn’t know how to approach it by myself,” Tilley told WWD. Last year, Reunited reached out to her management company, which informed her that Macy’s was interested in collaborating with an influencer. Tilley, a resident of Los Angeles, garnered a lot of attention when she appeared on seasons 19 and 20 of “The Bachelor.”
“My initial meeting was in New York with Reunited. They were literally a dream come true to work with, not knowing what the process was all about or how I would be involved,” Tilley recalled. “As it turned out, they didn’t limit me at all, creatively. I did a swimsuit capsule collection last year for [swimwear brand] L Space, but I have never been so involved in fashion to this degree with clothing. “I’ve always been drawn to classic pieces, things I can wear for years and repurpose, pair with different items and not limit to one outfit. Items I can mix and match” Tilley said. “I play around with fun colors and patterns. That’s what fashion is all about — having fun with it.”
Tilley said she designed the line with “everything young women need in their closets. My goal was to make sure there was something that everyone could buy and wear. It’s important that people feel the inclusivity we focused on. The pieces are on trend and ready for anything, from meetings at the office to a casual day hanging out with friends. Working with Macy’s gave me the opportunity to take what my followers have always loved about my style and develop versatile pieces to help them feel confident and chic.”
The collection includes bold neon hues and textured fabrics as well as basics. Classic fall staples are updated with men’s wear-style suiting in feminine silhouettes, while items in animal prints are paired with leather pants and skirts for an added edge. Pops of pink and fall plaids round out the collection.
“Becca made for a good fit,” Matt Bergantino, Macy’s vice president and divisional merchandise manager for rtw, told WWD. “She’s a modern woman and dresses in her own diverse way, whether that’s a chic sweater or a men’s wear-inspired suit look, very much in the same manner as the Bar III customer.”
Becca Tilley x Bar III is “a huge rollout,” Bergantino said, noting the collection will be in 404 Macy locations and on macys.com. “It’s one of our bigger rollouts from a private brand collaboration standpoint.”
Macy’s introduced Bar III to its stable of private brands in 2011. The store considers it a destination for fashion and trend for younger consumers. It’s a head-to-toe collection offering women’s apparel, accessories, shoes and men’s wear, though the Tilley capsule collection is just for women’s rtw.
Only one delivery is set. It launches at Macy’s stores and is being sold on macys.com.
Asked if a second collection could happen, Bergantino said, “It’s too soon to tell. We’re going to see how this one does.”
“For my first clothing venture, to be part of Macy’s, one of the biggest stores in the world, and have my name in so many stores, it’s kind of overwhelming,” Tilley said. “Everything from here on out could be underwhelming,” she joked.