Macy's Is Next to Embrace Small Indie Designers


KinderAgguginiSpring11_2010_10

Macy’s just keeps on making news. Recently, the department store is “going local” with its stores; the Herald Square flagship is now equipped with a “Magic Fitting Room” — a screen that superimposes clothing onto your frame, negating the need to actually try stuff on; and the company is installing solar roofing on their distribution centers.

Photos of Kinder Aggugini’s spring 2011 dresses via Style.com

This week there was an announcement of a different sort: Like H&M, Target, and a host of other retailers, Macy’s has decided to do series of designer diffusion lines — beginning in February with Kinder Aggugini. The New York Times describes Aggugini as, “a rising star of the London runways who is practically unknown in the United States, where his clothes are sold only at If in New York and Ikram in Chicago.”

It’s a fresh and somewhat radical move for the retailer, which also has exclusives with both big-name designers (Rachel Roy) and celebrities (Madonna’s Material Girl line). Clearly, Macy’s is now looking to target the more fashion-conscious shopper. Jeff Gennette, Macy’s chief merchandising officer, said in a statement, “The launch of this designer program affirms that Macy’s is a unique destination for fashion, bringing sophisticated design and aspirational fashion to a customer that desires and demands constant newness in her wardrobe.” Prices for the collection will range from $40 to $300.