By now, it's become something of a rite of passage for established designers (Alexander Wang, Victoria Beckham, Reed Krakoff) to team up with mass market retailers (respectively, H&M, Target, Kohl's) for lower-priced collaborations. It looks like the latest addition to the capsule collection frenzy is Anna Sui, whom we learned on Monday is next up in Macy's collaboration series.
Sui will join a long line of luxury and contemporary design talents who have created limited-edition lines for one of Macy's, including CR by Cynthia Rowley, Karl Lagerfeld, Yigal Azrouël and Giambattista Valli; Sui's collaboration will be with INC International Concepts, one of the retailer's in-house labels. Macy's chief executive officer Jeff Gennette described such collaborations as being an integral part of the retailer's branding strategy — especially important as department stores report increasingly dismal performances quarter after quarter.
"We're going to be growing exclusivity," said Gennette in a call with investors on Thursday, via WWD. "Expect us to have aggressive growth there. We can control it. Our customers expect it of us. It gives us the opportunity to get into a third bucket of growth in exclusivity, which is capsule collections. We've had good success with that."
Tim Reid, GVP Macy’s Private Brand Marketing Strategy, said in a release that shoppers can expect for Sui's "signature whismy and eclectic edge" to be well-represented, with what the release describes as "feminine prairie accents and hints of glamour with lace details, fringe and embroidered florals." The collaboration will include women's and men's apparel, as well as women's shoes, jewelry and handbags.
Anna Sui x INC will be available at 25 Macy's stores and on Macys.com in early September. In the meantime, fans of Sui will be able to check out an exhibition at London's Fashion and Textile Museum, "The World of Anna Sui," which opens May 26 and showcases the 20-plus years of her work.