Erin Fetherston: All women should look great
Erin Fetherston wanted to launch a lower-priced range so she “didn’t leave out” women who can’t afford designer.
The American fashion designer is admired in the industry for her ultra-feminine, ethereal pieces, and she is now proud to be launching a more affordable and laidback contemporary line.
The fashionista admits she was inspired to create the line due to the effects of the global economic downturn, which has left many women unable to purchase high-fashion garments.
"I became more aware of a large Erin Fetherston fan base that hasn't necessarily been able to buy into the designer price point," the designer explained to WWD. "I don't want to leave that girl out anymore."
In creating a more accessible clothing range Erin is joining designers such as Richard Chai and Zac Posen, who have also created affordable alternatives for less well-off fans.
Prices in Erin’s new line range from $73 to $250 at wholesale, and the collection includes casual garb such as sportswear, embellished T-shirts, metallic parkas and skinny black trousers.
The designer is extremely pleased with the collection, and is keen to highlight that it will be just as important to her as her high-fashion ranges.
"This isn't a little-sister line that's second fiddle to something else," she insisted. "I want this to be a stand-alone program."