NEW YORK — As the full-time design director for Rocawear women’s and children’s lines and the mother of a four-year-old daughter, one would think Rachel Roy had her hands full. Apparently not. Roy has set out out to design her own line slated to debut Friday at the Designers and Agents Show in Los Angeles.
“I wanted to do my own thing,” said Roy, 30, in her showroom at 463 Seventh Avenue here, though she’ll keep her job as Rocawear design director.
The Rachel Roy collection includes pieces that celebrate current trends, but incorporate what Roy refers to as a “refined twist.” Among the key items are beaded tanks and capelets, sheer cotton jersey and lace tops, and three denim pieces — all without obvious logos because she wanted to keep the looks clean.
“Our girl is classy, fun, busy and independent,” Roy said. “She wants to achieve a certain style.”
As a working mother, Roy understands the demands women routinely put on their clothes. They need to easily transition from day to night and withstand the wear-and-tear of everyday city life.
“We all want to be feminine,” Roy said as a few female staffers nodded in agreement. “But we’re also running around in heels all day.” To that end, Roy used new methods when designing tanks and tops.
She tired of seeing women tug on their shirts when sitting so as to not expose too much of their skin by way of low-rise jeans. Roy’s solution? She added three inches of fabric to the bottom of every shirt to provide a bit more coverage without sacrificing sex appeal. “The collection has an ethereal, feminine, soft style,” Roy said. It will arrive in specialty boutiques by the end of February.
The wholesale price range of the line is between $35 and $214. Roy predicted first-year wholesale volume should reach $3 million. The label was created under Damon Dash’s conglomerate, The Roc, the $500 million firm including apparel labels such as Rocawear, Team Roc, State Property for men, Wash House and C. Ronson for Rocawear.
“This is our own entity,’’ Roy said. “We’re fully staffed, but The Roc is a great place to be.”
— Lauren DeCarlo