Rebecca Minkoff will appear on QVC on Friday with a new apparel collection called RM Studio x Rebecca Minkoff for QVC.
The designer, whose business is owned by Sunrise Brands, has been on QVC for the past five years with her handbag collection that retails from $195 to $395.
Minkoff worked with Rachael Barnard, CEO of Sunrise Brands, Ready-to-Wear Collections, to develop the 15-piece collection. Minkoff said they combined “my ethos and edge with her knowledge of working with QVC for a long time.” It’s been in the making for the past two years.
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The line runs the gamut from sweaters, tops, outerwear and statement jackets to denim. Sizing of the collection ranges from XXS to 3X, with select styles offered in regular and petite. Denim runs from 00 to 28.
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Both Barnard and Minkoff will go on the air on Friday to introduce the line.
According to Minkoff, the line is geared to the QVC customer in her late 30 to her 60s. “She wants to push into fashion and wants comfort and affordability. She comes to us for edge,” said Minkoff.
The apparel will retail from $58 to under $200. A key item in the collection is the Kelly peacoat with a detachable hood, allowing the wearer to take the jacket from day to night. The sweatshirt lining remains attached to the interior of the jacket, so one is able to use the zip-up closure whether the hood is on or off. When the wearer takes the hood off, the zipper goes away, and it turns into a classic double-breasted peacoat with buttons.
Another highlight is the leopard printed denim pant with a coordinating jacket. The jeans have a little bit of stretch. “The QVC woman wants comfort and stretch,” said Minkoff.
Minkoff said there will be new collections introduced three to four times a year, and she’ll go on the air several times a year. She will launch the fall collection Friday, and the spring collection will launch in February.
Rachel Ungaro, general merchandise manager and VP of fashion merchandising for QVC, said, “Collaborating with Rebecca Minkoff on this exclusive collection marks an exciting milestone for QVC. Our customers have always embraced her bold, modern aesthetic, and with RM Studio x Rebecca Minkoff, we’re delivering on that vision. We expect this collection to resonate with women who are looking for fashion that makes a statement while still fitting seamlessly into their everyday lives. From standout jackets to adaptable capsule essentials, these designs deliver on style, function, and individuality and we’re confident it will become a go-to line for our shoppers this season and beyond.”
Barnard said, “I actually think it’s going to do great. RM Studio x Rebecca Minkoff will introduce edgy femininity to an everyday wardrobe. These are items that the QVC customer is not used to seeing on QVC,” she said.
The line will be teased on set Friday from 5 p.m. to 7 p.m., and will be unveiled in a branded hour on Saturday from 3 p.m. to 4 p.m.