Kohl's, a Wisconsin based American department store chain, has teamed with Wang to create Simply Vera by Vera Wang, a clothing and accessories line sold exclusively at Kohl's stores.
Wang, whose clients have included Mariah Carey, Jennifer Lopez, Gwen Stefani, and Victoria Beckham, has been in the fashion business for 18 years. Beginning her career in bridal wear, where she made her claim to fame, Wang worked her way from wedding dresses to the world of ready-to-wear.
In June 2005, Wang took home the award for "Womenswear Designer of the Year" from the Council of Fashion Designers of America, joining the likes of Marc Jacobs, Donna Karan and Tom Ford.
Wang is no stranger to brand expansion. Her label has extended to include fragrance, eyewear, jewelry, and a home collection with Wedgwood; all very lucrative ventures.
A recent survey conducted by Greenwich, Connecticut based consultancy, The Luxury Institute, found that Wang's brand tied with Hermes as No. 1 in its Luxury Brand Status Index when quantifying brand perceptions of 1 500 consumers over 21 who have incomes above $150 000.
But just exactly how much does a $20 000 Vera Wang couture wedding dress, a Harvey Nichols stocked Vera Wang original and a Kohl's Simply Vera cocktail frock have in common, besides sharing namesakes? Can a store with roots in small-town Menomonee Falls really deliver big city style?
While you'll find no Swarovski crystals hand beaded into Wang's Kohl's foray, Simply Vera retains the feminine, elegant shapes and the romantic touches that Wang is known for.
Greys, taupes, blacks and whites accented by mustards and tones of purple, this whimsical flirty collection puts an emphasis on elegance and silhouettes achieved through layering.
Bubble skirts, gently ruched gloves, and flirty knitwear are teamed with pretty winter hats and scarves. Cocktail dresses are paired with long gloves and high-heeled leather bootsÑall at prices that don't resemble car down payments.
"I love to design things that people can actually buy," says Wang, "It's a new way of living, it's not just a new way of dressing." Though the mass market is keen on prices that won't break the bank, high-end consumers may not feel the same way. Simply affordable is one thing, but simply cheap--well, that's another story.