Wednesday, 22 July 2020

Edie Parker and J.Crew partner for summer apparel collection

J.Crew and New York City-based accessories brand Edie Parker have partnered for a summer collection of swimwear and poolside accouterment, marking the Edie Parker brand's first foray into apparel. 

Decorated in bright colors and fruit prints, featuring oranges, strawberries, limes, bananas and watermelons, the Edie Parker x J.Crew collection includes dresses, tops, swimsuits, a pajama set, slide sandals, sunglasses, earrings, a pair of wedge heels, a scarf and a mesh pouch. Each piece speaks to the Edie Parker brand's vibrant and quirky aesthetic, most popularly featured on handbags, an item that is notably absent from the J.Crew collaboration. 

Prices range from $32.50 for the large mesh pouch to $168 for a tiered maxi dress adorned with limes and oranges. 

“J.Crew has a clever idea for collaborations," Edie Parker founder, Brett Heyman, told Forbes. "They are trying to work with people who have a point of view, but they have them work in a different medium.

"So when J. Crew originally reached out to us, I figured they wanted to do a less expensive line of bags. But how it really started was that they wanted to take something we had done — we had made all of these really beautiful postcard bags and trays a couple of seasons ago — and they thought that might be nice to put them on t-shirts or ready-to-wear. Chris [Benz, J.Crew's women’s design director] and I were chatting and, obviously, there’s a lot of synergies in our collective design aesthetic and we both love colors and brights, so then we talked about doing a little bit more, and that’s how it came about.” 

The Edie Parker x J.Crew collection is available now on J. Crew's e-commerce platform. 

In June, J.Crew Group – the parent company of both J.Crew and Madewell – announced that it would reopen 171 stores that had been temporarily closed in response to the Covid-19 pandemic. The company first began the reopening of its nearly 500 stores in May. 

The company, which filed for bankruptcy in early May, is continuing to go through bankruptcy proceedings.

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