Someone over at Macy's is clearly on a high-fashion mission.
The retailer recently made a splash with its "Karl Lagerfeld for Impulse" designer collaboration, with the famous Chanel creative director designing a low-price line.
Then Vogue Nippon editor Anna Dello Russo was tapped to both style and appear in the fall ads for I.N.C., Macy's in-house contemporary brand.
Now add Giambattista Valli to the list of high-fashion figures joining the Macy's family. Women's Wear Daily reports that Valli will create the store's fourth designer collaboration line, with the "Giambattista Valli for Impulse Only at Macy’s" collection debuting in 225 Macy's stores and online on October 26.
It seems like a slightly odd choice, given that successful collaborations between mass retailers and top fashion labels often rely on the cache of the designer's name. After all, Karl Lagerfeld can sell anything with Lagerfeld name on it and style-savvy customers will wait on line for hours to get themselves a piece of Jimmy Choo for H&M because of the coveted Choo moniker.
But Valli, despite being beloved within the industry, is less of a household name. Martine Reardon, Macy's executive VP of marketing and advertising, told WWD in the understatement of the year, "Our customer loves fashion... [She] can’t necessarily go to couture fashion shows and doesn’t want to spend $1,000."
While that is definitely true, she may not even know who Valli is and may resist shelling out $50-$150, the line's range of prices, for a non-Lagerfeld or Jimmy Choo.
Would you buy Giambattista Valli for Impulse Only At Macy's? Read more about the project at WWD.com and sound off below.