Steven Alan Talks Launching Jewelry and Becoming a Lifestyle Brand

In celebration of the brand's 20-year anniversary, Alan is focusing on new categories.
Avatar:
Dhani Mau
Author:
Publish date:
Social count:
1232
In celebration of the brand's 20-year anniversary, Alan is focusing on new categories.

Image Title26

We always enjoy seeing what Steven Alan has in store for the upcoming season, because -- unlike most of what we see during fashion month -- it's clothes we can actually see ourselves wearing. And this collection was filled with wearable gems we're going to need in our wardrobes come fall: gorgeous, understated cashmere and wool sweaters, enormous blanket-like scarves draped just so, smart-looking silk shirtdresses, sensibly hip flat shoes, a surprisingly appealing fanny pack (that looks like it could also be worn over a shoulder) and -- for the first time -- jewelry.

"This is our 20-year anniversary and we launched a capsule jewelry line," said Alan, matter-of-factly, as if it were an inevitability. Which, we guess it was: The jewelry launch follows expansions into home, handbags, and -- most recently -- eyewear. That's all on top of Alan's multi-line retail business and sales showroom. "We're finding that because we have more stores now, we're able to actually make more categories, which is, for us, great," he explained. "For me, it's all about how well we can execute that story and our own point of view."

So, is he chasing lifestyle-brand status? Yep. "That's what I've always, since the beginning, aspired to do."

The jewelry, for one, is perfect. The brass and gold bracelets and rings and simple pearl earrings are of the chic, understated and versatile variety that will surely appeal to Alan's customer. Which, being a buyer and retail owner himself, he undoubtedly knows. And we love the way the pieces were styled -- we're definitely going to try layering delicate bangles on both wrists over our sweaters next season. We might even try that fanny pack situation -- but no promises.

Click through to see the full collection.

Photos: Imaxtree