A number of developments are in the works for Erica Davies.
The design director at Los Angeles-based contemporary brand Development since spring 2006 has entered into a partnership with Development Clothing’s founding partners, Andrew Crane and Stuart Gaddis. In the new deal, the name of the clothing line will change from Development to Development by Erica Davies. In addition, Davies will launch her own dress line, Erica Davies Collection, which will be manufactured by Development Clothing. That line, which was tested in stores for fall 2006, will unveil a full collection for spring selling.
“The whole idea is to have a full Erica Davies lifestyle,” said Davies, who joined Development after spending years in design positions at Marc Jacobs, Max Mara and Richard Tyler. “The Erica Davies dress line is that special occasion component, which the Development customer can’t really find in the Development line, since it’s more casual. The dresses will be for that same customer.”
The line consists of a variety of dresses in printed silk chiffons, silk satins, silk jerseys and silk and cotton voiles. Wholesaling from $360 to $610, each piece incorporates elaborate details, mixing the structures of architectural designs with femininity. There are both long gowns and shorter cocktail styles. All prints, which Davies said are nontraditional, bold graphic patterns, are designed by Davies herself.
“Prints are sort of the center of the line. I want the customer to be able to identify the designer by the print,” she explained. “But these aren’t flowery little prints; they are more structured and angular.”
For spring, Davies said she was influenced by Man Ray’s art and photography of the Sixties, using his composition of “line, light and odd sense of femininity.” She was also inspired by her own travels and by musician Carly Simon.
Davies said the next step would be to find a licensing partner to develop shoes and accessories collections. All of these moves are key to the growth of the brand, which had a few tough seasons after founding designer Phillip Lim left in December 2004.
“Development has really worked its way back and is doing very well now,” Davies said. “It’s so nice to work somewhere like this where you can really turn a brand around.”
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As for the Erica Davies Collection, the designer said she expects to reach $1 million in wholesale volume by the end of this year. The line has been picked up by a number of high-end specialty boutiques, including Scoop and Fred Segal.