Many retail brands view celebrity associations as a silver bullet — in good economic times and bad — and there’s been an increased air of desperation to the deal-making as the retail world continues to experience unprecedented changes and challenges. But only the authentic relationships thrive, and companies could take a lesson from New York & Co. when it comes to signing an actress to design a collection.
When the vertical retailer signed Eva Mendes five years ago, the company was established, yet not exactly dynamic. “People liked it, but they didn’t love it, and she brought the emotional piece,” said chief executive officer Greg Scott. “I say in every investor meeting that Eva saved New York & Co. because she was the first talent that said, ‘OK I’m going to take a shot at it.’ She brought her heart and soul to the brand.”
Ralph Lauren can add a new notch to his leather belt: Honorary Knighthood. A representative of Her Majesty Queen Elizabeth II will present the honor to the iconic American designer at a ceremony next year, reports @lisajlockwood . #wwdnews
Cosmetics entrepreneur Charlotte Tilbury came face to face with one of her inspirations when Queen Elizabeth handed her an MBE, or Member of the Most Excellent Order of the British Empire, at Buckingham Palace earlier today. #wwdbeauty
Stella McCartney has been designing wedding looks for customers, friends, family — and herself — for years.
And now, leveraging the success of the dress she designed for the Duchess of Sussex’s wedding reception in May, McCartney is launching, Made with Love, a bridal line including eight dresses and an ivory tuxedo, reports @natalietheodosi . “I feel very protective over the bride, because I know what it was like when I got married, and for me to do my own wedding dress. There are moments that are so personal and private, so emotional and loaded with many different issues,” McCartney told WWD in an interview in June. “I think we are really blessed to have the emotional trust with a woman. She’ll come in and feel the love that we put into everything. What she chooses can be conventional or unconventional. It’s a personal experience.” #wwdnews