LOS ANGELES — Erin Wasson is bringing her signature style to PacSun stores next month in a move the retailer hopes will introduce an elevated aesthetic to its core customer.
This story first appeared in the April 7, 2015 issue of WWD. Subscribe Today.
P.S. Erin Wasson rolls out to some 315 of the company’s stores on May 13. The collection’s theme, “Land of the Free,” fuses Americana and Western themes in items such as bell-bottoms, an overall top, swimsuits and pieces featuring a phrase oft-used by Wasson: “Babe is Busy.”
“At this juncture in the road, I’m very close to this customer, the younger girl who’s very hip to what’s going on. I feel like I can give these girls that authenticity,” said the 33-year-old model and actress.
Many of the items are inspired from pieces hanging in Wasson’s own closet, most of which is vintage. “I kind of just wanted to stick to those things that have been true to me and then translate those pieces,” Wasson said.
The 25-piece collection retails between $25 and $60.
It’s one of the company’s largest collections to date and helps push the chain into new fashion territory, according to Heather Brown, women’s design director.
“We have items that maybe we could see selling at PacSun anyway with maybe a little bit of a twist,” Brown said. “We also have a Western bodysuit and normally we wouldn’t do a Western studded bodysuit but because we wanted that showstopper piece, it brings in a more fashion-forward customer.”
PacSun’s chief executive officer Gary Schoenfeld sees opportunity for the collection to attract a slightly older crowd into stores with what he called Wasson’s “elevated sense of fashion and style.”
“We think the product is really trend right for all of our customer base and then, additionally, I think she’s probably more known to a bit of an older segment, so it’s an opportunity to bring in more customers that are in their 20s,” Schoenfeld said.
The company’s target age range is from 17 to 24.
PacSun and Wasson are looking ahead, with the fall collection already in the works.
“More than anything, I’m looking for this as a chance for me to build a brand and for this to be a moment of longevity,” Wasson said. “[And] not just stick around for a couple of seasons.”