Retail Detail. New York Saks Taps “Hip” Designers for New Cocktail Dress Collection

April 29, 2010 • Shopping

Prabal Gurung

Alright New Yorkers, here's yet another reason to go out and shop! Yesterday, luxe retailer Saks Fifth Avenue unveiled a new, exclusive line of cocktail dresses created by a conglomerate of some of the most currently coveted designers. Available on the store's newly revamped third floor boutique, the line includes confections by the likes of Prabul Gurung, Doo.Ri, Aquilano.Rimondi, Christian Cota, Erdem and Marios Schwab. Each designer created two or three exclusive styles with the typical "Saks customer" in mind. The retailer seemingly reached out to these of the moment designers to appeal to a fresher, fashion forward clientele that would recognize and appreciate the craftsmanship. “We wanted short dresses with a cocktail feel,” says Joe Boitano, Saks
group senior vice president and general merchandise manager, of the
project’s design mandate. “After that we said do what you want.”And the designers did not disappoint—Prabal Gurung designed double-faced satin numbers in contrasting white,
black and electric blue, Cota claimed his pieces were inspired by a museum, as they featured hand
painting and cage detailing, and adorable little Doo.Ri Chung dropped the hemlines of her frocks to "a little above the knee" and accented the waists. “It’s always fun with exclusives because it allows you to have a
stronger sense of how the store approaches its customer,”
says Chung.

Despite the youthful vibe of the collection, the dresses still range from about $700 (Erdem) to $7000 dollars (Aquilano.Rimondi). 10% of the proceeds will go to benefit New York's Whitney Museum of American Art. Who knows, if the collection does well maybe they'll extend the line out west to the rest of us!

Article Source: Racked, WWD
Photo Source:
-Alia Rajput

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