Project Gravitas has made the move into retail with the launch of an exclusive collection at Lord & Taylor. This is the direct-to-consumer brand’s first full-fledged department store retail experience.
The Project Gravitas offering, which comes in sizes 0 to 24, is being carried at Lord & Taylor’s Fifth Avenue store in New York, the Washington, D.C., store and online at lordandtaylor.com. The 20-piece collection, named Best of Gravitas, includes a mix of bestsellers as well as the newly released WorkLeisure collection. Designed to perform as luxury work apparel, the inside of the garment feels like athleticwear. Prices range from $175 to $275 and include a blazer, pants, lace blouse, pencil skirt and dresses.
“I launched my company based on my first piece of professional feedback — I needed to find gravitas to be successful, most specifically a wardrobe that made me feel like my best self,” said founder Lisa Sun. “My goal every day is to give more women gravitas and support them so that they believe in themselves and feel gorgeous and confident.”
Liz Rodbell, president of Lord & Taylor, said, “Project Gravitas inspires all women to have confidence and sends an empowering message. We’re incredibly excited to bring the collection to our customers.”
Since launching in 2013, Project Gravitas has done several collaborations, among them a venture with Gilt, the Wonder Woman collection for HSN, and a one-week pop-up at Hudson Bay timed with an episode of Slice Network’s “Style Factory” TV show. “Style Factory” featured Project Gravitas on their show, highlighting the making of the dresses. Hudson’s Bay did a pop-up in their Toronto store and online for one week to sell that dress, along with a few other select pieces in November 2016. Project Gravitas also had a pop-up in February 2015 with Howard Hughes Corp. at the South Street Seaport, as part of their redevelopment of that area after Hurricane Sandy.
Project Gravitas combines technology, apparel innovation and design to create clothing for a wide range of body types. The company’s first pieces had innovative built-in shapewear. This year, Gravitas expanded to be more size inclusive, making every item 0 to 24W and eliminating any plus-size designation from its language.