Ellen Tracy, owned by Sequential Brands Group Inc., has teamed with model and social media influencer Irina Shayk for a series of capsule collections and to become the face of the Ellen Tracy brand.
The 32-year Russian-born model has codesigned the capsule that was introduced to the market last week by design partner Global Brands Group. It will hit stores in September or October.
Well-known for her print campaigns, runway and numerous Sports Illustrated swimsuit issue appearances — as well as her 9.6 million Instagram followers — Shayk is also the mother of a one-year-old daughter with Bradley Cooper.
“This is my first time designing a collection,” said Shayk, in an interview from Los Angeles. “Ellen Tracy is such an iconic brand and has a long and respected history in the fashion industry,” she said, citing models such as Cindy Crawford, Christy Turlington and Stephanie Seymour who have posed for the brand. She said when they approached her to be the face of the brand as well as do a capsule collection, “I was so inspired and happy, I couldn’t say no.”
The 25-piece Irina Shayk x Ellen Tracy collection is inspired by the Eighties working woman, but with a modern edge. Shayk said she wanted the pieces to be versatile so they can be worn to the park with kids or to a meeting. Wearable, interchangeable separates range from suiting jackets and wide-leg trousers to satin blouses and chunky knit sweaters. Feminine skirts and dresses in midi-lengths round out the offering. For example, wholesale prices are $35-$59 for pants; $35-$55 for blouses; $35 -$69 for sweaters, and $49-$150 for jackets. The capsule is geared to better department stores, complementing the Ellen Tracy collection.
The line highlights exclusive prints such as a retro glen plaid and a black and rose floral. Colors such as navy, Bordeaux, thyme and sage green and tonal florals are balanced by neutrals of oatmeal, parchment and black. Fabrics include satin jacquard and crinkle georgette, crepes and a faux teddy shearling.
Describing her own aesthetic, Shayk said, “My style is very simple and less is more.” She said Ellen Tracy was founded in the late Forties as a blouse manufacturer, and that’s a category she favors. “I love blouses. They’re easy to throw on with jeans and pants, they’re very classy and they’re easy to take from day to night,” she said.
Ellen Tracy, especially in the Eighties, was designed for the working woman, she said. “I am a working woman, and I want to design something that I want to wear.” She described the capsule as having comfortable, easy-to-travel pieces, as well as maxidresses, which are her favorites in the capsule. “I spend a lot of time in Los Angeles, and trust me, maxidresses are the way to go. You never know with the weather, and they’re so easy to throw on and they’re comfortable,” she said.
“I love to wear something that I feel is feminine and stylish, and comfort is key,” she said. The collection bypasses denim, which she doesn’t find comfortable, especially when traveling.
Shayk said the agreement is for a year. As part of the collaboration, she traveled to Ellen Tracy’s New York office and was involved in choosing fabrics and deciding what looks should be in which fabrics. “Ellen Tracy’s team helped me. They clearly know what they’re doing. They’re very professional,” she said.
Jameel Spencer, fashion division president at Sequential Brands Group, said, “As soon as we saw Irina, we knew she embodied the new Ellen Tracy woman — feminine and strong, confidently juggling the many areas of her life. We are very much looking forward to the creative projects we have in the works with Irina, which we will be launching this fall.”
Shayk also appears in the spring Ellen Tracy ad campaign (modeling the main collection), shot by photographer and director Mario Sorrenti and styled by Alex White. It will launch on social media this month.