NEW YORK — Badgley Mischka’s Mark Badgley and James Mischka plan to spice up the television shopping scene with their own brand of American Glamour.
This story first appeared in the November 10, 2009 issue of WWD. Subscribe Today.
That’s the name of the new collection of apparel, accessories and jewelry the duo will launch on Nov. 17 with a special program on HSN. The two-hour event will begin a partnership between the Iconix Brand Group Inc. label and HSN that will bring the designers to a nationwide audience with pieces priced between $39 and $499.
“When we were looking to build out our designer portfolio, a couple of things were important to us: that the product is very definable, very inspired; that there is a lifestyle around the brand, not just a product category, and that there is great talent and personalities behind the brand,” said Mindy Grossman, HSN’s chief executive officer. “It’s about great product, great story, great storytellers. I felt Badgley Mischka absolutely represented that, and the idea to bring American Glamour to a broader audience, through a lifestyle and multiple categories, was very exciting.”
Grossman knows the designers well. She and Mischka worked together at WilliWear WilliSmith, where he designed men’s wear for a division she headed.
“We have maintained a loose communication since then, and since she went to HSN, they have been approaching us to try and do a collaboration, so it was like going back home in a way,” Mischka said.
They said the name came to them naturally. “We were trying to get to the essence of what Badgley Mischka is, and that really sums it up in two easy-to-remember words,” Mischka said.
The launch collection consists of 27 styles, including a printed silk peasant top for $89.90, a silk tunic with sash belt for $109, a “Danielle” tote bag for $299.90, a “Hank” sequinned ballet flat for $119.90, a gold-tone turquoise “Montana” ring for $59 and a stone cross pendant on a hematite-tone multichain for $69.
“It’s a collection that we design and merchandise so the pieces all work together as apparel, as jewelry, bags, shoes and watches,” Badgley said. “It’s beautiful, classic essentials that transition really easily from day into night. It’s easy, it’s glamorous, and it has really opened a whole new world to James and me.”
The designers have never sold their merchandise on television, but seem up for the challenge. “We do a lot of trunk shows across the country, working directly with a woman who is perhaps buying one of our couture gowns,” Badgley said. “This is sort of the same thing, but obviously also entirely different. It’s so unique and such a popular way that women shop today.”
As for the live element of the collection, Mischka said, “We love when we have things edited out, but we will have to keep our best behavior for the camera.”
American Glamour will also be available on HSN.com from Nov. 15.
Home shopping is becoming an increasingly popular channel for designers to reach consumers. HSN’s roster of designers includes Carlos Falchi, Loulou de la Falaise, Naeem Khan and Molly Sims. QVC, meanwhile, features lines by the likes of Rachel Zoe, Alvin Valley and Dennis Basso, and is preparing next’s month launch of the Isaac Mizrahi Live brand, which offers everything from apparel to cheesecakes.
Unlike Mizrahi, however, Badgley and Mischka have no aspirations to expand into food, at least not for the moment. “I don’t know if we’d want to bead a cheesecake,” Mischka said, laughing.
“This is a preview kickoff,” Grossman said. “It really is a preview to an even bigger expansion into March with significantly more programming and assortment of product. We see this really as the world of American Glamour by Badgley Mischka.”