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TEEN SCENE: Macy’s is introducing its latest brand geared to the youthful demographic, called Teen Vogue. The fashion-forward line, developed by Teen Vogue editors in collaboration with the retailer, launches today at Mstylelab, its juniors-focused department. The collection will be sold in about 150 Macy’s stores and Amy Astley, editor in chief of Teen Vogue, said the magazine’s readers are obsessed with style. “We’ve had terrific success with our branded mobile game, Teen Vogue Me Girl, and with our bedding collection, so apparel was the next logical step,” she said.

The collection, priced between $20 and $60, features fashion-forward silhouettes, bold prints, bright colors and quirky accents. There are maxidresses, jumpsuits, printed leggings, short dresses, chambray shirts, bandeaus, shorts, bralettes, jackets and tanks. Spring deliveries will focus on key trends such as neon, sheer, bejeweled, denim dressing and vests. The line will be updated with 15 new pieces every month.

This story first appeared in the March 13, 2013 issue of WWD. Subscribe Today.

Tim Baxter, Macy’s executive vice president of fashion, lease and multicultural offices, said the collaboration with Teen Vogue is “another way we are reinventing our merchandise assortment for this important customer. The collection will provide…a compelling new reason for Millennials to visit our stores.”