NEW YORK — Eveningwear designer Eric Gaskins is going to QVC — starting with his first appearance next Wednesday.
Gaskins, whose gowns retail from $1,000 to $12,000 and have been worn by celebrities like Kim Cattrall and Salma Hayek, will produce a line of day-to-evening separates for less than $100 targeting the TV shopping audience.
“There’s 12 or 13 styles, all interchangeable separates that can be worn into evening, very mix and match, with embroideries, silk dupionis and matte jersey items,” said Gaskins, at his showroom at 202 West 40th Street in Manhattan.
His QVC line, called Jolie, premieres June 25 from 6-7 p.m. The collection retails from $29 to $58 and features jackets, sweaters, blouses, pants, dresses and skirts. Gaskins said the line — unlike his designer line that tends to be less forgiving — will feature more flexible cuts, with sizes ranging from misses 6 to 3x. Gaskins has two other dates scheduled on QVC for sometime in July and September.
“This line will appeal to many different body types,” said Gaskins, adding that the intention is to do about $1 million in business on the first show, while his collection line does about $1 million in one year.
“This is a woman who watches the Oscars, the Golden Globes, reads In Style and People, and for the last two years, I’ve been able to be more of a player in these circles,” he said. “QVC approached me about this and I’ve always wanted to bring my designs to a broader audience.”
Gaskins’ only concern about the QVC deal was making sure the quality of the garments would be maintained, but he said those fears were quickly put to rest.
“I am floored by the quality. I really didn’t expect this level of quality and workmanship,” he said. “There are pieces I could have in my showroom and no one would know it wasn’t collection. They are giving the customer a huge bang for her buck.”
He’s also a bit nervous about his first lengthy appearance on TV and knows exactly what he’ll wear for the big day —“beautiful khaki Prada suit with a saturated pastel shirt” for a streak of color.
“I’m scared. I’ve been on TV several times, but never selling,” he said. “I figure after the first few minutes, I’ll relax and be able to communicate what it is I’ve designed.”