On Thursday January 27th, Macy's and Factory PR set up an installation in the Sky Room at the New Museum. The purpose? To introduce an inspired and inspiring new RTW line called bar III. The line is geared toweard the 18-30 set, and features both male and female fashion. The twist? Macy's called in the big guns in order to infuse the brand with the far-ranging tastes and personalities of a disparate group of fashion bloggers.
Over the course of the past two years, bloggers have grown in importance to the fashion and advertising industries. This collaboration represents the best of the blogosphere showing off it's fashion and style expertise. They're basically personalizing the line for the new "post-modern" consumer.
For the ladies team we have Elizabeth Spiridakis of www.feelslikewhitelightning.com, Jane Aldridge of www.seaofshoes.com, and Geri Hirsch of www.becauseimaddicted.net. Sharing their rough edged militaristic style with the guys are Travis Gumbs and Joshua Kissi of www.streetetiquette.com. Daniel Trepanier of www.thestyleblogger.com served up a preppy tinged with punk style. Other bloggers in the mix are Rumi Neely of www.fashiontoast.com and Karla Deras of www.karlaskloset.blogspot.com. Bloggers were chosen because of personal style, blog content, and popularity on sites such as twitter.
The line itself consists of easy breezy pieces that can be mixed, matched, and layered to create an individual style. The spring/summer 2011 line features dresses, sparkly sequinned skirts, floaty/flirty bustier dresses, and airy caftan style tops. Spiridakis used neon brights and metallic brogues to style her pieces, and Jane Aldridge threw in her signature thigh-high boots to anchor a patterned bustier dress.
It was interesting to go from rack to rack in the installation and really get a feel for the person who pulled the pieces. Bangles, large pendants, and pins were a strong trend throughout the female bloggers, especially pieces with sentimental or personality defining value.
There's a lot to play with, and the price points are perfect: starting at $38 for skirts and going up to $495 for men's suits. Dresses hover around $58. You can see the full line at the pop-up shop coming to 156 5th Avenue at 20th Street. The shop opens on February 10th, and closes March 6th. Hours of operation will be Monday to Saturday 11am to 9pm, and 11am to 7pm on Sundays.
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