Pink Chicken, the bohemian-inspired brand for babies, kids and women designed by Stacey Fraser, has hatched three new collections.
Happy by Pink Chicken, a brightly colored and boldly patterned 38-item line of dresses and tops for moms and their mini-me’s, recently bowed on target.com, with prices from $24.99 to $39.99.
Blue Rooster, a line of T-shirts, button-downs, shorts and drawstring harem pants, features stripes and prints such as pineapples and surfing slogans in shades of blue and green.
The brand is spreading its wings with its first swimwear collection. The one-piece swimsuits and bikinis for girls three months to 12 years come in prints such as ice cream cones, cats and florals, and Indian woodblock designs. There’s also bathing caps and cover-ups with ruffles and colorful tassels. Prices range from $44 to $64.
Blue Rooster is rolling out this month along with Pink Chicken’s new spring 2016 collection, which includes apparel and accessories for women such as embroidered tunics, floral and tribal-patterned caftan dresses and reversible woodblock-printed canvas totes and geometrically woven pouches, from $112 to $250. Both lines will be sold at Pink Chicken’s stores, on Madison Avenue in Manhattan and Main Street in Amagansett, N.Y., Charleston and Santa Monica, as well as 250 independent boutiques across the country.
“We’re launching with Buy Buy Baby,” Fraser said. “We’re doing a five-store test and we’ll have a large online presence.” Pink Chicken is also sold on Garnethill.com.
“Last summer we got a call from Target, which is the dream of every designer,” Fraser said. “We put together Happy by Pink Chicken [for Target], using all the things that bring Pink Chicken to life: print, color and easy dressing. We’re doing it in a broader, more mass market way. It’s a little more colorful and there’s less detail and trim, but we didn’t feel like we had to compromise.”
Fraser said Target has committed to Happy by Pink Chicken through fall and holiday deliveries.
“For us, everything starts with the pattern,” said Fraser, who racked up 20 years of design experience working at Old Navy, Tommy Hilfiger, Ralph Lauren and Baby Gap before launching Pink Chicken in 2006. “I went to my archives and pulled some of my favorite Indian block prints and watermelon patterns, anything that had a vintage feel. It’s about the mix of patterns and colors.
“A big focus for Target is the mommy and me component,” Fraser added. “They’re not identically matching, but rather, things that coordinate. Comfort was important. No fuss, always stylish is our motto.”