Macy's and MADE Fashion Week Launch an Exclusive Collection
Macy's and MADE Fashion Week, an initiative co-founded by Jenné Lombardo, Mazdack Rassi and Keith Baptista, are collaborating to create an ongoing series of collections to be carried exclusively by the retailer beginning March 12. Launching in 150 Macy's stores and on macys.com, the collections will sit within dedicated MADE Fashion Week space in the Impulse department, with new items rotating onto the floor throughout the season. Featuring approximately 20 to 30 pieces per collection and inspired by cutting-edge street fashion, the launch campaign was shot by Terry Richardson.
"We couldn't have found a better partner to support and believe in our vision than Macy's. Our currency has always been access and we are excited to create pieces that are available at an affordable price-point. Our clothes, just like us, exist somewhere at the intersection of fashion, music, art and popular culture. Our collections will always be inspired by the kids on the streets. Our friends." - Jenné Lombardo, Co-Founder, MADE
MADE Fashion Week for Impulse collections are informed by the culture and style of MADE's New York creative community. Each translates key trends to wearable realities, and features classic pieces remixed with of-the-moment prints, textures and patterns perfect for layering and mixing. The collection, designed to encourage personal style, references "modern school boy", "feminine grunge" and "graphics" in its interpretation of silhouettes, which include "perfect" tanks, skater skirts, and classic outerwear, as well as new looks in pants, tops and dresses. The MADE Fashion Week for Impulse collection will range in price from approximately $39 to $139.
MADE will support the collection with digital content meant to bring "The World of MADE" alive for the consumer. A bi-annual "Style Guide" will highlight the "best of the season" in fashion, music and art, while monthly "editorials" will feature some of MADE's favorite artists, writers, musicians and designers wearing each itieration of the MADE collection. These editorials will be shot at Milk Studios by emerging photography talent. All content can be viewed on macys.com/impulse starting April 2, 2013.
"Macy's is always looking for new ways to help our customers experiment with fashion, and the partnership with MADE Fashion Week is an unexpected and exciting choice for us," said Molly Langenstein, Macy's executive vice president and general merchandise manager, Millennial. "They have the pulse on music, film and photography, and have innovated and inspired the fashion industry. This collaboration conveys 'fashion as culture' in a tangible way and will provide new and fun ideas for our customer to express herself."
Customers and pop culture enthusiasts will be thrilled to see MADE Fashion Week for Impulse advertising shot by well-known photographer Terry Richardson at Milk Studios in New York City last December. Richardson brings the collection to life through his unique style of candid photography and edgy aesthetic. The set was designed to look as though the models arrived to the shoot wearing MADE Fashion Week items, styled to reflect the models' individual personalities, and capturing a behind-the-scenes feel. The marketing campaign will debut in March issues of fashion magazines as well as in direct mail, online, outdoor and in-store visual.
For more information about the "MADE Fashion Week for Impulse" collections, please visit macys.com/pressroom. Beginning March 12, Macy's customers can shop the collection by visiting macys.com/impulse.
Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks and the Macy's Thanksgiving Day Parade, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.
MADE was born from the successful Fashion Week collaboration that started in 2009. Now in its seventh season, MADE Fashion Week continues to showcase outstanding design talent and harness the energy of the global creative communities. The impressive list of events includes over 40 fashion shows and presentations, events, concerts, plus an unrivaled digital presence at MilkMade.com. MADE is a year-round, dynamic platform which connects emerging talent in fashion, music, art and pop-culture with visionary brand partners. MADE's vibrant atmosphere encourages creativity, fosters growth and challenges conversation. MADE's innovators are a powerful voice in the international creative community and leaders in their respective industries.