Macy’s spring promotion this year is entitled, “A Magical Journey to Brasil”, billed to be bursting with all the colors and culture of the celebratory country. And in a brilliant marketing move, the retailer has tapped Brazilian-born designer Francisco Costa to create a limited edition capsule collection. Costa, the women’s creative director of the designer-level Calvin Klein Collection, will create a signature line of dresses under the name, Francisco Costa for Calvin Klein.
With a price point ranging from $135 to $180, this marks the first time Costa is bringing his designs to a national retailer (and a lower -priced market).“This fresh, youthful line of dresses reflects both my roots and the modern, yet timeless spirit of Calvin Klein,” said Costa told WWD.
Martine Reardon, Macy’s Inc.’s executive vice president of marketing, said Costa’s inspiration for his capsule collection “really came from some of the architecture in Brazil and the sunset on the horizon there,” suggesting a more muted palette than the splashy colors of his Brazilian designer colleagues.
But Costa is not the only CKI designer to create special product for the promotion. Kevin Carrigan, the global creative director for ck Calvin Klein, Calvin Klein and Calvin Klein Jeans, created a collection of men’s and women’s Calvin Klein apparel for the occasion, which features Brazilian touches through vibrant colors and prints, and extends to accessories and a special “Brasil”-inspired offering of Calvin Klein Underwear.
The Francisco Costa for Calvin Klein line is exclusive to the two-month Macy’s promotion and will be available at more than 80 Macy’s stores, as well as macys.com. The dresses will be unveiled on May 15, just in time for the program’s kickoff. Proceeds from the promotion will benefit the Amazon Rainforest.
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