Derek Lam designs dress up Kohl's apparel selection
MENOMONEE FALLS, Wis. — Designer Derek Lam's Rio de Janeiro inspired collection is now available at Kohl's as part of the retailer's DesigNation series. The limited edition, limited time collection is Lam’s first collaboration with Kohl’s and also marks his first swimwear collection.
The contemporary collection of rich fabrics, bold prints and chic silhouettes features misses’ apparel and swimwear with retail prices ranging from $36 to $88. For added shopping convenience, an extensive assortment of exclusive styles and colors will be available only on Kohls.com.
“We are thrilled to partner with Derek Lam, who has brilliantly captured the cultural vibrancy and passion of Rio through this imaginative and diverse collection,” said Don Brennan, Kohl’s chief merchandising officer. “Today’s launch of the second DesigNation collection reinforces Kohl’s ongoing commitment to offering our customers world-class designer fashions of extraordinary quality, design and selection, all at an affordable price point.”
“I designed the Derek Lam for DesigNation collection to be an ally to modern women, providing fashion and style that is relatable, accessible and exciting,” said Lam. “The collection brings the essence of Brazil to the Kohl’s customer and was inspired by a trip to Rio, a city full of color and life. The easy-going nature and unselfconscious sensuality of Rio is reflected in colors, prints and styles that are versatile and easy to wear.”
The launch of Derek Lam for DesigNation is supported with an integrated advertising and marketing campaign that spans across print, broadcast, digital and social media. To celebrate with consumers nationwide, Kohl’s Facebook fans were invited to vote on 10 items from the collection, with the top five favorite items made available in an exclusive presale in March. Kohl’s also launched a Derek Lam for DesigNation Facebook application and sweepstakes, offering Facebook fans a chance to win select pieces from the Derek Lam for DesigNation collection by playing a match game with Derek Lam trivia. For complete details visit www.Facebook.com/Kohls. A Pinterest board was also launched in March to showcase the Derek Lam for DesigNation collection and highlight the inspiration drawn from Rio. The collection will be prominently featured in the misses’ department with branded creative.
Derek Lam for DesigNation is the second collection in Kohl’s DesignNation concept, which feature fashions from premier designers based on international destinations. This fall, Kohl’s third DesigNation collection will feature Catherine Malandrino, who will draw creative influence from her trip to Paris, France. The collection will feature misses’ apparel and will be available exclusively at Kohl’s and Kohls.com. Kohl’s will launch multiple DesigNation collections throughout the year.