Honestly, who isn’t designing a capsule collection for a big chain store?At least the designers being snapped up have been getting better and better. Think Stella McCartney for Australian Target, Roland Mouret for UK GAP and Victor & Rolf for H&M. Well Australian department store, Myer, have teamed up with Melbourne designer Toni Maticevski to design a “a more … affordable” collection exclusive to Myer.
With Maticevski making waves every time he shows at New York Fashion Week, his contract to be stocked in Myer must be paying off big time for the department stores.
The Maticevski for Myer collection of dresses will debut in the department store next month with the dresses to be priced from $400 to $700. Maticevski dresses usually sell for over $1,000 due to the quality of the fabric and embellishments used in the designs. But rest assured the cheaper range will still be “keeping the integrity of what my brand is about, but making it more accessible,” Matecivski says.
“You still get that Toni look and feel, but at more of an entry-point price,” says Paul Bonnici, Myer’s director of marketing and creative services.
“It’s about getting some fashionability back into our private labels, we’ll still have that high end, but we’ll have something more accessible without having to buy a Miss shop dress.”
And Maticevski is just the beginning. The new Myer CEO, Bernie Brookes is reportedly looking to expand and promote its exclusive in-house brands.
(image from style.com, story tip from the australian and the age)
— Covering Australian fashion because we’re an Australian blog
