The rumors were true– Georgina Chapman and Keren Kraig have inked a deal with LF USA to bring Marchesa to a lower contemporary price point. The new line, which doesn’t have a name yet, will be priced from $150 to $750 and feature “many of the brand’s hallmarks — including embroidery and prints,” according to WWD.
Chapman describes the line as “under the Marchesa umbrella, but with a slightly different feel.” It will be a first foray into daywear for the designer, who’s become known for celebrity-beloved, decadent eveningwear at a luxury price point. We envision versatile silk blouses, embroidered or beaded jackets and printed trousers.
So, when will we get to see what daytime Marchesa looks like? Chapman says it will launch around pre-fall 2013 and will likely just be the tip of the iceberg in terms of the brand’s expansion into new categories.
Chapman says the plan for Marchesa was always to be a “lifestyle brand.” And with the support of manufacturing giants LF, who also have deals with the likes of Vena Cava and Rachel Zoe, the sky is probably the limit, especially if this contemporary launch does well, which we bet it will.