Reports came a few weeks ago that Marchesa—whose red-carpet gowns are regularly priced into the thousands—was poised to launch a lower-priced contemporary line. Now, Georgina Chapman and Keren Craig have confirmed the reports to be true, marking a major brand expansion for the label.
“We have always had a vision for Marchesa to be a lifestyle brand,” Chapman told WWD. “We have been very specific for eveningwear so far. We always had this dream Marchesa could transcend into all different areas of lifestyle.”
The line, which doesn’t yet have a name, will bring Marchesa signatures like embroidery and prints to day clothes and accessories, priced in the range of $150 to $750. The plan, Chapman said, is to launch around Pre-Fall 2013.
“It’s going to be under the Marchesa umbrella, but with a slightly different feel,” she added. “We have been so specific for such a long time, and the idea to broaden out to a different consumer, and to our same consumer as well. We haven’t really looked at that market yet. My dream is to give Marchesa many facets, and that’s just one of them.”