Macy's rides into fall/winter in style

NEW YORK — Macy's is launching its latest Parisian-inspired fashion brand, Maison Jules, atop a limited-edition bicycle — so to speak — in collaboration with Martone Cycling Company.

A custom Maison Jules X Martone bike will be on display alongside the collection in 151 Macy's stores beginning Aug. 1. The bicycle comes in an exclusive coral shade which forms part of the Maison Jules fall line color palette. Each of those 151 Maison Jules X Martone bikes will be up for grabs in a store-wide text-to-win contest. Customers can enter by texting a unique code for their store that they can find in the Maison Jules shop.

Macy's will also hold a style contest conducted via Instagram in September in which one grand prize winner will be awarded a trip to Paris, a Maison Jules X Martone bike and a Maison Jules wardrobe valued at $500.

"We are thrilled to collaborate with Maison Jules, and created a bike that became an accessory for this girl: fashionable but dynamic, bold but feminine," says Martone Cycling Company's founder, Lorenzo Martone. "We believe in individuality and that everyone has a creative vein, so we are looking forward to seeing the results of Macy's Instagram contest, and want to wish luck to all of the participants."

Maison Jules launches exclusively at Macy's Aug. 1. The brand will be available in Macy's Impulse departments and will feature a selection of tops, sweaters, dresses and trousers and pieces will range from $17.50 to $119.