HEADING INTO EVENING: Shoshanna Gruss is expanding her line to include an official eveningwear collection: Shoshanna Midnight. Gruss is not a complete stranger to the category: Cocktail dresses are always part of her ready-to-wear line, and she designs a holiday collection — of which dresses are a staple — as well as a growing collection of bridesmaid dresses. But she said she’d begun noticing an increased demand for eveningwear and event dressing from her retailers. “One of the things that we’ve always done so well — and why it works for a bridesmaid — is that we fit a wide array of body types,” Gruss said. “Those girls come to us with a bunch of friends who don’t all look alike, and we’ve had a ton of success there. It’s introduced our collection to a lot of people. There aren’t a ton of dresses that fit well in the contemporary evening market, so there seemed to be that opening, which was so perfect for us.”
The collection of floral lace and silk looks features cheerful prints, fringe accents, colorful beading and pops of metallic. The silhouettes vary from cocktail to mid- to floor-length, as well as one-shoulder, strapless and three-quarter sleeve. Nothing in the line tops $750, a point Gruss was particularly proud of. The debut spring collection will retail at Saks Fifth Avenue, Shopbop.com, bloomingdales.com and select specialty stores beginning in February.