Designer Erin Fetherston is launching a contemporary (read: more affordable and casual) collection for fall, called Erin, reports WWD. Her ready-to-wear collection is on hold for the moment, and the new line will debut during New York Fashion Week this month.
Fetherston follows in the footsteps of designers like Richard Chai, Doo-Ri, Yigal Azrouël and Zac Posen in launching a lower-priced range.
Her decision to do so was impacted by the sinking economy as well as her 2007 collaboration with Target and recent work designing and consulting for Juicy Couture (ending next month).
"I became more aware of a large Erin Fetherston fan base that hasn't necessarily been able to buy into the designer price point," she told WWD. "I don't want to leave that girl out anymore."
The new range not only differs from the main collection because of its more palatable prices (from $73 to $250 at wholesale), but because of the clothes themselves. Erin is more oriented in sportswear and everyday clothes (think embellished T-shirts, metallic parkas and skinny black trousers with a twist).
If you're wondering who Erin (the line) is for, think platinum blonde hair and blunt bangs. "I totally am the Erin girl," Fetherston tells WWD. "It's never been part of my strategy, but I can see how it helps create context for the brand... It's easy for me to bring my perspective to almost any kind of visual project. From the beginning, I've always had a clear point of view of my universe."
And lest you think this is just a throwaway collection, Fetherston is quick to dispel that idea. "This isn't a little-sister line that's second fiddle to something else," Fetherston tells WWD. "I want this to be a stand-alone program."
We just hope she throws in a princess frock or two.
Speaking of contemporary lines for fall 2011, we can't to see what Karl Lagerfeld dreams up for Macy's.