Byline: Kristi Ellis

LOS ANGELES — Tag Rag, a junior streetwear-active sportswear line, is going after a slightly older, more sophisticated customer with the launch of its new better-contemporary line, Fiona London.
“We’re so limited with juniors because of price points,” said Orly Dahan, an owner of Tag Rag. “All of a sudden, we have so much more room with the contemporary line.”
Dahan has hired a new designer, Corinne Benouaich, to create the spring line, which was launched at StyleWorks two weeks ago and at the junior contemporary market in Los Angeles last week.
The line has a European flair and a distinctly American fit, said Dahan.
The bulk of the business is at $22 to $89 wholesale, topping out at about $200 for leather jackets.
“We are taking European fashion and making it for American women instead of just offering a European brand, which is very limiting,” he added.
The 50-piece collection, which is made from imported Italian and French fabrics, has a predominance in silks, feminine, ruffle-tie front chiffon blouses and striped capri pants.
A second important element of the collection is leather. The direction is in the color — yellow, orange and lilac — Dahan said.
Leather blazers, cropped motorcycle jackets and snap-front shirts and skirts with asymmetrical hems are standouts.
Dahan, who is projecting $5 million to $10 million in sales in the first year, said that he is targeting upscale department and specialty stores.

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