Yigal Azrouël, a designer known for feminine designs with delicate draping and selling the likes of Saks Fifth Avenue and upscale specialty boutiques, has broadened his repertoire this spring by creating a limited-edition collection for Macy’s.
“This is a unique experience for me. I’ve never done anything like this before,” Azrouël said in an interview about the collaboration.
The collection, called YYigal, launches at 149 “high-fashion, high-volume” Macy’s stores and macys.com on Feb. 15. Macy’s will provide early access to shop the collection with the Macy’s app from Jan. 30 through Feb. 1.
“It’s a capsule collection with 24 pieces,” said the Israeli-born designer who is based in New York. YYigal has the “inspiration and feeling” of his higher-priced designer collection which launched in 1998.
“I’m well-traveled. I love beaches. I love to take pictures. Architecture is a big inspiration for me. Draping is a big inspiration,” Azrouël said. “I create my own fabrics most of the time,” often mixing fabrications together and creating pieces with other pieces in mind, so they work together in an outfit, Azrouël said.
With YYigal, “I’m not following the trends. These are timeless pieces. There’s a fluid, very romantic feeling.”
And it’s not matter of designing down for a Macy’s customer likely to spend less for fashion than someone shopping Saks. “You are getting a lot for the price. Definitely,” Azrouël said.
In Macy’s ready-to-wear departments, “we will making a unique statement, calling out the collaboration,” said Cassandra Jones, senior vice president of Macy’s Fashion. “We have developed some fixturing and merchandising to able to tell the story. We will mimic that online. It’s a stunning campaign all about modernity femininity.”
The offering includes tops, faux-leather motorcycle jackets, intricate dresses, a statement jumpsuit, a black, white and blush color palette, magnolia flower prints, lace embellishments, inserts and “edgy” bodices.
Prices range from $69 to $199. “It’s very, very affordable for the amount of fashion it offers,” Jones said. “There is a lot of value in the product for the price you are getting it for.”
Jones sees Azrouël’s aesthetic as a perfect fit for the season, which advocates femininity and detailing. “He’ll take a bomber jacket, insert lace and make it sheer, converting a relatively sporty look to something very feminine and beautiful.
“I also love the fact that he is New York-based and has a wide and interesting background. He’s a master at drawing inspiration from his various interests in travel, architecture and New York, and creating breathtaking clothing that speaks to the modern woman.” The appeal is wide, she added, from Millennials to baby boomers.
Asked if YYigal could be extended beyond a single season, Jones said, “Today, I would say it’s limited, but I would never shut the door to future opportunities.”
In past seasons, Macy’s has collaborated with top designers and celebrities on exclusive fashion collections, either on a one-season-only basis, as was the case with Karl Lagerfeld and Iris Apfel, as examples, or on an ongoing basis as is the case with Thalia and Tommy Hilfiger.
“You can be assured that from where we are sitting, as predominately a fashion retailer, Macy’s will continue to look to collaborate with people who help set us apart,” Jones said. “It’s not a methodical approach,” involving introducing exclusive designer lines on a regular basis. “But we are very interested to move those collaborations forward.”