TORONTO – Reitmans partners with Marie Saint Pierre on first designer collaboration
Designer collaborations – for instance, those at H&M and Target – have generated booming business and big buzz for mass retailers catering to cost-conscious clientele with a taste for luxury.
Reitmans is hoping for its own share of success as the homegrown retailer embarks on its first such partnership with longtime Canadian designer Marie Saint Pierre.
The country’s largest women’s apparel specialty chain has teamed up with the renowned Montreal-based designer for its inaugural designer collaboration: a capsule collection of dresses designed under the label Marie Saint Pierre for/pour Reitmans.
Reitmans merchandise manager Brigitte Martin said the retailer had been thinking of a designer collection or another type of collaborative effort for some time, but couldn’t conceive the right product or person to fit the bill.
“Really, it was to be able to offer our customers something special, something that she would covet that would be different than what she had,” she said in a phone interview from Montreal.
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Martin said Reitmans wanted someone who was recognizable and established, and a Canadian designer. Saint Pierre – who has been designing for more than two decades – was their first choice.
“She’s accessible in a way in terms of the way her clothes are made, in terms of being quite versatile, in terms of being comfortable,” said Martin.
The 10-piece holiday line includes two dress styles each for petite and plus-sized women.
Incorporating fabrics such as matte jersey, organza, lace, mesh and taffeta, the collection of sleeved and sleeveless creations is largely steeped in black with a few pops of colour such as the red bandeau top on a bustier dress, blue-skirted black dresses and gold lace detailing.
Martin said hardware details which featured prominently in Saint Pierre’s collection this year will be woven into the limited edition line. These include removable detachable collars and chain details on dresses.
Reitmans said Saint Pierre sees designer collaborations as an opportunity to make fashion more democratic.
“It used to be if you wanted something designer you had to buy – this is what (Saint Pierre) says – you have to buy leather goods or a scarf; but this is actually a dress designed by (her) ,” Martin said.
Reitmans and Saint Pierre are also collaborating on another line for next spring which will feature ample doses of print and colour, said Martin.
The dresses in the line range from $85 to $95. The collection will be available in 34 Reitmans stores in Ontario and Quebec and online at http://www.reitmans.com.
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