Lady LUX

Macy’s Women’s Clothing Store, aiming to attract younger customers and keep up with the trends, has partnered with Matthew Williamson to create a bright, bohemian-style collection for Macy’s capsule series.

The deal is Williamson will design 30 looks—day and party dresses, printed scarves, day-to-evening rompers and more – which will be released April 13 both online and in 225 stores.

“The most important thing is finding designers that best represent what the trends are of the moment,” Molly Langenstein, Macy’s Inc. executive vice president of fashion and new business, told WWD. “This spring, the Seventies prints and colors are strong influences, and Matthew exudes those. He is tremendous at pops of strong color and he does dynamic prints reminiscent of the Seventies and the disco era.”

Prices will be kept affordable, such as $50 for a blouse, $150 for dress and a few more luxe items scoring up to $300. The idea is to keep the designer’s style while offering the goods at Macy’s prices.

Macy’s has typically relied on traditional labels for the misses shopper over targeting the younger generation. With this new line and exclusive collections from other guest designers, Macy’s hopes to increase the Impulse contemporary floor.

The list of Macy’s chosen designers for the series is impressive: British designer Kinder Aggugini initiated the capsule collection, and Karl Lagerfeld is up next after Williamson. The name of the fourth designer has yet to be disclosed.

Macy’s plans to eventually open Impulse departments in 400 locations. Check out its collections at www.macys.com.

Tagged in: clothing, macys, matthew williamson, impulse, capsule series, macy's,