Stephen Burrows is seeing the light of day.
The designer, who has been rebuilding his business mostly with evening dresses fit for a disco diva for the last four years, is expanding his Stephen Burrows World label with a line of 25 matte jersey daytime dresses at lower price points than his regular line.
“It’s for a broader audience at a more comfortable price level, especially for daytime,” Burrows said. “We came up with the daytime concept because we feel it would fill a niche. I am trying to address the customer the whole day.”
Burrows cited Anna Cleveland, the daughter of his longtime muse Pat Cleveland, as well as New York women as sources of inspiration. The new dresses wholesale from $125 to $195, compared with $225 to $880 for the evening line. At the lower price points, the new pieces are likely to sit with Nanette Lepore, Tracy Reese and Diane von Furstenberg at department and specialty stores.
“It’s younger and fresher,” managing director John Robert Miller said. “It evolved from seeing Anna Cleveland, what she wears and what she likes. They are for everyday girls. You can dress them up, or wear them with leggings or a pair of jeans.”
The collection will be made in a partnership with manufacturer Due per Due, which also is the maker of the S. by Burrows line, which will launch next month on the Home Shopping Europe network in Munich.
“A lot of people like Burrows, but always thought that Stephen’s merchandise was very expensive,” Miller said of the daytime dresses. “This will open us up to major department and specialty stores.”
The dresses will feature Burrows’ signature details, like color blocking, lettuce edging details and cowl necks. Colors will include a deep burgundy, a slate gray, brown, black, and cobalt blue. It will open to the market on Feb. 7 for fall distribution. Miller declined to disclose volume projections.
Currently, Burrows has just one U.S. wholesale account, Shop at 2210 in La Jolla, Calif. Worldwide, the line is sold at stores such as Boutique Jeannette in Paris, Beatrice Dreter in Zurich, Evenings in Riyadh, Saudi Arabia, and Bugatti in Dubai.
“[The dress line] opens up new areas of the business that we would like to be in,” Miller said. “Because of the price difference, I am sure the day line will be more attractive to people.”