Macy’s is preparing to launch a brand new capsule collection in collaboration with British fashion designer Matthew Williamson, reports Coco Perez.
As part of the large American retail chain’s Impulse series, the affordable designer collection will consist of 30 new pieces including embellished day and party dresses, blouses, scarves, and leather jackets.
“The collection aims to capture the essence of the mainline brand, with a focus on effortless glamour; dynamic prints; loosely structured silhouettes, and pops of strong color,” said Williamson.
The collaboration is aimed at drawing a younger crowd to Macy’s. Previously, Kinder Aggugini worked with the retailer, and the next design participant in the series will be Karl Lagerfeld.
“The most important thing is finding designers that best represent what the trends are of the moment,” said Macy’s exec Molly Langenstein.“This spring, the Seventies prints and colors are strong influences, and Matthew exudes those. He is tremendous at pops of strong color and he does dynamic prints reminiscent of the Seventies and the disco era.”
On April 13, the line launches online and in 225 stores, with prices ranging from $50 for a blouse to $150 for dress, with some more expensive items, such as leather and suede jackets, priced up to $300. An advertising campaign with model Dree Hemingway will be unveiled this week.