In a time when fashionistas have all but been replaced by recessionistas, it’s no wonder elite fashion designers are bringing their covetable fashions to more affordable platforms. Trend-savvy accessories from the design world’s best and brightest are making their way into stores that are better known for low prices than high fashion.
From of-the-moment bags, to celeb-inspired jewelry, to Carrie Bradshaw-worthy stilettos, these fashionable mash-ups have money-conscious consumers saying yes we can —look great for less.
Target has long been at the helm of recession-chic philosophy. The big box chain launched the Isaac Mizrahi for Target Collection in 2002, establishing itself as the go-to retailer for high fashion designers looking to reach a massive market. That partnership ended in 2008 but the list of those following in Mizrahi’s fashionable footsteps reads like a who’s who of the design world, including Loeffler Randall, Botkier, Anya Hindmarch and Sigerson Morrison.
Target’s Jana O’Leary said selecting these design darlings is key. “Our goal with any design partner is to identify [those] who share our philosophy of offering great design and high quality at an excellent value.”
The limited-time partnerships are a great way to expose both up-and-coming designers and those with an exclusive following to a whole new world of customers.
“We look for emerging designers we feel could benefit from a relationship with us, as we can help expand their franchise,” O’Leary said. “These designers had a great career before working with us, and we hope that they will have an even better career after working with us.”
That list of emerging talent includes jewelry designer Anna Sheffield, whose collection for Target is available through Dec. 30. Pieces from the celeb-favorite’s Bing Bang and Anna Sheffield jewelry collections range from hundreds to thousands of dollars. Her collaboration with Target runs from $19.99 to 79.99.
“Target has such a great design sensibility,” Sheffield said. “They really allowed me to work with a variety of materials and ensure my collection came to life both functionally and fashionably.”
Another retailer with a rep for fiscally responsible fashions is Swedish powerhouse H&M. The massive chain (with four locations in and around Atlanta) is best known for two things: on-trend, high-fashion inventory with reasonable price points and partnerships with internationally renowned designers.
Its most recent partnership has recessionistas on high alert. High heel alert, that is.
In what might be the most anticipated partnership in recession chic fashion history, H&M will roll out a line of high-fashion-worthy shoes and bags from uber-covetable accessory house Jimmy Choo on Nov. 14. The perfect pairing marks the first time H&M has teamed up with an accessories brand.
Although Choo’s popularity stands on its own, founder and president Tamara Mellon said she is excited to bring her fabulous footwear to a whole new audience — including men.
“We are privileged to be among the fashion greats who have been affiliated with H&M and to be designing a collection appealing to fashion-savvy, street-smart women — and to be including some great pieces for men, too,” Mellon said. “Jimmy Choo will bring to H&M a sophisticated, fashion-forward, accessible and glamorous collection: the perfect party pieces to buy now and wear out that night.”
And from a high heel juggernaut to a fierce fashion phenomenon, Payless ShoeSource enlisted “Project Runway” Season 4 winner (and perpetual fan favorite) Christian Siriano to design a line of stylish stems for the discount chain.
Siriano didn’t need any arm-twisting to accept the Payless partnership. “It was the best move for me,” he said. “Higher price point and high end is great, but I felt it was important to have varying price points for my brand. And it’s perfect timing with all that is going on in this economy.”
Never one to sacrifice design quality, Siriano made sure his line for Payless had all the luxe amenities of his high-fashion collections. “Fabrication is extremely important,” he said. “Finding the right materials is key; they can’t be too expensive, but they have to be quality. Silhouette is important. It has to be wearable and accessible to a wide audience.”
And when designing those modern silhouettes, Siriano found his muse in an ancient civilization. “The inspiration was Egyptians and Egyptian architecture. The colors were inspired by the feathers and fans; the designs by the hieroglyphics and the pyramids.”
Siriano said he had no fear in reaching out to a broader audience. “The Payless customer is a risk-taker, and I like that.”
Pairing up with mass-market retailers is a perfect fit for any designer, he said, whether emerging or established. “It is important to be accessible and find customers in various places to extend the brand.”
Target’s O’Leary agreed.
“These collaborations allow designers to reach a much wider audience than their ‘upstairs’ lines by offering stylish pieces at low prices,” she said. “Our trend-minded guests are always on the hunt for the hottest accessories, and by bringing in [these] designers, they can afford to be fashionable for less. These collaborations provide chic accessories without breaking the bank.”
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