MAGGY LONDON’S NEW TIER

Byline: Leonard McCants

NEW YORK — Maggy London, the better-priced daytime dress firm, is looking to round out its offerings with a new social occasion collection called Maggy London Black Label bowing for fall retailing.
“We thought for years that this was a natural thing for us to evolve to,” said Larry Lefkowitz, president and chief executive officer.
The new line, which focuses on silk chiffons, matte jersey and brocades, will strike a balance between the accent embellishments that customers seem to desire for eveningwear and extravagant details, said Frank Spina, the designer.
“The main thing is that we don’t want it to be too over the top or too overly decorated,” Spina said. “It will have just a touch of feather and beads, not dripping in beads.”
Lefkowitz projected sales of $10 million during Black Label’s first year.
Maggy London introduced Black Label in a pilot program at 13 Lord & Taylor doors for holiday and will roll it out to “most of their core accounts” for fall, said Sophia Vazac, division head of special sizes and social occasion.
The line, which will wholesale from $79 to $120, features one and two-piece outfits, including dresses, and dresses with jackets. Jumpsuits will also be a key part of the line. Vazac said jumpsuits were the top selling items during the holiday season at Lord & Taylor.