Somewhere between ready-to-wear and Kohl’s…there was a market that Vera Wang was missing…until now. Add contemporary to the roster with bridal, ready-to-wear and mainstream.
Vera Wang is moving into the red-hot contemporary area with
her Lavender Label. Lavender actually launched in spring 2005, but it was those cocktail and evening dresses you see all over department stores that shock you with the sticker price (low that is). Now Wang has decided to reposition the line for spring into a
contemporary collection including separates.
Wang said she
had always aimed to enter the contemporary scene because she liked the
idea of a collection that maintained her artisanal aesthetic, but was
more affordable than her main line. “It makes
me so happy that people can buy Lavender, whereas Collection is for the
very few,” Wang said.
Pieces include metallic jackets, cotton brocade coats, textured organza
camisoles and crinkled silk charmeuse dresses with ruffle details. According to the designer “I love very strange details, like pleating
and tucking and strange ways of creating ornamentation and mixtures of
fabrics,” she said, explaining a “Vera-ism” (she has her own vernacular too). Wang drew an analogy with Prada and Miu Miu.
Lavender is available at Bergdorf Goodman,
Neiman Marcus, Saks Fifth Avenue, and e-tailer Net-a-Porter.
Expect prices of the Lavender line to range from $180 to $350 for tops,
$270 to $500 for jackets, $320 to $950 for
dresses, and about $650 for coats. Over the next three
years, the potential for Lavender could reach $100 million.
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