Fetherston For Juicy Couture, Chai & Scott Branch Out

Up and coming designers Richard Chai, Jeremy Scott and Erin Fetherston are all branching out with new collections this year that extend beyond their namesake brands. Chai has joined Scott in designing for Alternative Apparel. Keeping right in line with Vena Cava’s soon-to-launch line of lower-priced cotton tees and dresses and Alexander Wang’s T by Alexander Wang, these two capsule collections include solely pieces “made from crazy-soft fabrics like linen jersey and modal silk that you could easily sleep in,” says Refinery 29, who will be the exclusive retailer for the collection. Chai created three separate, dynamic tees for Alternative Apparel, while Scott worked his magic on “a sleeved dress, a hooded number and a super-fierce catsuit,” adds Refinery 29. But, the best part is undoubtedly the price point: styles start at $69. The only catch: you can’t snooze; the collection is only up for grabs for a month.

Fetherston, who has collaborated with Target in the past, is taking on a decidedly more lengthy design commitment. Teaming up with fellow California bred brand Juicy Couture, Fetherston will take on the role of guest designer and creative consultant for both the company’s SS11 and FW11 collections. “In recent months, retailers have said the apparel needs to be reenergized and move beyond the iconic track suit,” says Women’s Wear Daily. (Yes, finally someone has take on the obvious.) The move is surely a schematic one. Fetherston boats mainstream appeal and high-fashion cred (read: she’s received Wintour’s stamp of approval), so her move to Juicy Couture is likely to be sizable boost for the brand. While it may seem like an odd pairing, it turns out the designer’s relationship with velour track suits (which are approaching their 10th anniversary) began years ago. Fetherston “who grew up in the Bay Area… wore Juicy Couture in high school,” says WWD.

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