NEW YORK — From Carrie to Candie’s.
After turning many brands into household names on “Sex and the City,” Patricia Field is reaping some of the benefits herself through a new deal with the irreverent footwear and apparel brand Candie’s. Field will design a limited-edition collection of apparel, footwear and accessories for the brand, to be called “Vintage Candie’s by Patricia Field” and to be launched for spring 2005.
“This isn’t hard, it’s a natural,” she said in an interview at her SoHo-based boutique, Hotel Venus. “If Brooks Brothers came to me to do a cooperative line, it would be a twist. The Candie’s deal just feels right.”
For Field, the agreement with Candie’s is her biggest collaboration yet, and the Emmy Award-winning stylist doesn’t plan to go much bigger.
While styling the cast of “Sex and the City” for six years, Field said she was constantly thanked by companies for using their merchandise. “People would always say, ‘Thanks for putting that on Carrie, it made me so much money,’” she explained. “That’s great and I’m glad I could help them, but I was always wondering when it would be our turn here to make the money. Don’t get me wrong, I don’t want to do big licensing deals or anything — that’s not me. But this Candie’s deal is perfect, and I was so honored when they approached me. The brand is young and sexy, which is what we have been doing all along.”
Neil Cole, chief executive officer of Candie’s Inc., thinks Field will design a line the brand’s customers will love.
“Pat understands the essence of the Candie’s brand,” he said. “She has an incredible sensibility for the junior consumer and has a great sense of style, which was shown by her work on ‘Sex and the City.’”
Candie’s, a $100 million company, will support the Vintage Candie’s by Patricia Field collection, produced by its licensees with a marketing campaign, which may include a fashion show during spring 2005 fashion week here or in Los Angeles, as well as launch parties on both coasts and in-store appearances by Field. Plans also include a national consumer print campaign in the March and April issues of fashion, lifestyle and entertainment magazines.
The Vintage Candie’s by Patricia Field collection will be distributed at better department and specialty stores, candies.com and Hotel Venus. The collection will be in stores by mid-February and will be priced slightly higher than the Candie’s junior collections. Cole said while the prices have yet to be set, the line should wholesale between $30 and $100, depending on the product. The Candie’s line now wholesales between $30 and $60. First-year projections were not yet available.