Macy’s, which for several seasons has collaborated with designers on capsule collections, has found a different sort of creative inspiration — the Popsicle.
Macy’s INC International Concepts private brand, in partnership with Unilever’s Original Brand Popsicle, will introduce a limited-edition capsule collection of whimsical, bright women’s, men’s and young girls’ clothing, as well as women’s accessories, based on the popular dessert treat. A Popsicle pattern permeates the collection, which features “artistic interpretations” of the Firecracker and Creamsicle flavors of the Popsicle line. The print is on tote bags, men’s button-downs, girls’ rompers and women’s shirts and pants and the collection is called INC + Popsicle.
Macy’s Inc. is going out big with the look, with a program that includes an emoji pack of Popsicle-inspired graphics, custom hangtags in Macy’s stores, video content and digital and outdoor advertising. The emoji pack is compatible with iOS and Android software and can be downloaded for free through the Apple App store and Google Play.
“The iconic Popsicle pop is a summertime staple with its bright, bold colors and refreshing flavors,” said Bruno Francisco, senior global marketing director at Unilever.
INC + Popsicle, priced from $20 to $130, will be sold at Macy’s stores and macys.com beginning May 15.
Popsicle is among the many brands in the $9 billion Unilever portfolio, including Ben & Jerry’s, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dove, Good Humor and Hellmann’s.