NEW YORK — “Doesn’t it feel like we’re on QVC?” The Man Repeller’s Leandra Medine asked designer Sandy Oh on Tuesday night, while a model wearing AG’s latest line of indigo offerings placed a thin hand on her hip. Medine joined Oh, who designed the new capsule of women’s and men’s clothing, at Saks Fifth Avenue in Midtown Manhattan to show a combination of fashion enthusiasts and curious passersby the collection. As Oh described her favorite article from the line — the funnel-neck Nona sweatshirt — Leandra chuckled, “You’re my Joan!”
The unveiling felt less televised home shopping with Ms. Rivers, more Champagne flutes on gleaming silver platters — which attendees scooped up with deft swiftness.
“We call this sophisticated leisurewear — casual but elevated,” Oh explained, pointing out that the collection is made of all knits, and every piece is dyed indigo. The California native said she incorporated details from her favorite tailored garments, and applied detailed stitching to the knits so they weren’t just “hoodies and sweats with a casual feel.” Her love for streetwear and AG’s desire to tap into the “cool-girl” consumer kept Oh’s designs au courant: as seen in a bomber and the Dodeca car coat.
When another model stepped onto the floor, wearing the men’s French-terry sweatpants and a cropped T-shirt, Medine took flight with the signature brand of irreverent humor that draws in her 1.4 million Instagram followers.
“I feel like this girl has slept at her boyfriend’s last night, and she’s running down to the bodega this morning, and she’s getting a coffee or some cigarettes, and she might run into people because the bodega’s in the middle of SoHo and she works in fashion, and sometimes Grace Coddington is there, so she’s like, ‘Ooh, how can I look like I’m not trying, even though I’m thinking about this?’ ”
To close the event, Oh echoed a sentiment given previously by AG’s vice president of global communications, Johnathan Crocker, who told WWD in July, “Our focus right now is to grow that brand awareness, but for a more fashion-forward customer.”
“It’s a fun departure from what AG is known for. We want to go out as a fashion-forward brand. The capsule speaks to that,” Oh said. “We want to make sure it’s good for the weekends, and also great out on a date. Or off to work.”
“We have busy lives,” Medine cracked. “We can’t change in the middle of the day. Unless we work at a place with closets everywhere. Like Saks.”