RESURRECTION: The Reed Krakoff label may soon rise from the dead. The brand, which suspended operations in March, recently posted a banner to its Web site homepage that reads, “Thank you for visiting. We are currently undergoing a thrilling transformation, and reedkrakoff.com will soon have a completely new look and feel. Check back to discover our exciting revolution.”
The message is accompanied by a photo which notions that the brand’s “thrilling transformation” is toward that of a Milliennial-targeted label. It depicts a tote bag spilling out with a T-shirt, metallic espadrille flats, an iPod, sunglasses and a bracelet. Though they are components from Krakoff’s previous collections, the items’ curation provides a stark contrast to Krakoff’s prior propensity for a higher-end image, replete with plush cashmeres and costly leather goods.
When reached by phone Wednesday, Krakoff declined to comment on his brand’s sophomore iteration. He did offer: “A lot of exciting things are happening with the brand — stay tuned.” At present, Krakoff’s two New York boutiques remain closed.