Sonia Rykiel's the newest designer for H&M, and we'll be getting a double dose. For holiday, she'll design a line of lingerie for the Swedish mega-store, but the collection will also sell in international Rykiel boutiques. This sort of pre-collection launches December 5th. Then, in February, she'll launch a spring knitwear collection. Unfortunately, the boys are left out of this one, but she'll design for both women and girls and throw in some accessories alongside what we're betting will be colorful sweater dresses and knit tanks. In fact, visions of brightly woven bloomers or high waisted knit undies are dancing in our heads. The lingerie will launch in 1500 stores, but the knitwear will only make it to 250. So you might want to plan a trip to a major city around February 20th.
Subscribe to Our Newsletter
Do American Customers Get Sonia Rykiel's Aesthetic?
In today's WWD, there's a big story about Sonia Rykiel's push to increase its US sales. The French fashion house will show its resort and pre-spring collections at Milk Studios this week, which should draw more US buyers than its Paris presentations. The company has also hired Caroline Dumiel as director of international sales. Dumiel's experience includes stints at Kenzo and Polo Ralph Lauren; she was responsible for the US market at both companies. Known best for knitwear that's quirky and sexy at once, Rykiel's never really been a household name here in the US. The slightly whimsical, pop art-inspired designs oppose the preppy aesthetic most Americans favor.
Sonia Rykiel Resort: Too Many Perfect Dresses To Count
Yesterday, I was welcomed into the world of Sonia Rykiel. The French designer's Resort collection was set up in a massive space on the 8th floor Milk Studios, primarily for buying appointments (but a few editors stopped by as well.) Why such a grand stage? Well, for one, there's a lot to show. Not only does Rykiel do a resort collection, but also shoes, accessories, scarves, basics, and a diffusion line. The range of product is pretty incredible. What's more, the label is focusing a better part of its selling efforts on the American market, as we wrote on Monday. Clients were running around, having models try on dresses, taking pictures of the product, eating lunch, and going over orders. Luckily, Michelle from the press office took quite a bit of time to show me the goods, answer my questions, and even asked one of the models to try on a signature dress for me.