Hollywould is going the way of Juicy Couture. Great for exposure, bad for us adults (OK, maybe not…it will be cheaper). The brand, best known for luxury footwear is going contemporary. According to WWD, Hollywould
plans to discontinue its designer ready-to-wear line come spring and
replace it with a full contemporary sportswear collection.
found that the contemporary customer who regularly shops our shoe line
couldn’t afford our designer price point for our ready-to-wear," said
Holly Dunlap, founder and creative director of Hollywould, a division
of Kellwood Co. "She doesn’t have a problem spending $700 on a pair of
shoes, but when it comes to her clothes, she doesn’t want to spend as
much on a dress."
The result of this epiphany is a 75-piece collection of silk jersey
dresses, printed cotton chiffon gowns, cotton and jersey T-shirts,
jackets and denim pants. The new line wholesales from $125 to $395,
which is quite a change from the designer collection, which wholesaled
between $400 and $600. Everything will be made in Italy.
The goal is turn Hollywould into a
full lifestyle brand. Eventually, Dunlap wants the collection to
include a wide range of product categories including lingerie, eyewear,
denim, swimwear and even perfume.
Don’t forget to check out their sample sale if in NYC today!