Doo-Ri Chung designs for Macy’s: the power of a Michelle Obama endorsement
When Michelle Obama wore a purple jersey gown by Korean-American designer Doo-Ri Chung to the South Korea state dinner last week, Chung received more attention and praise than she's ever had in her entire career. Chung has many avid supporters like Vogue editor-in-chief Anna Wintour and her dresses have been worn by celebrities like Eva Longoria, Rachel McAdams and Kristen Stewart, but let's face it-no one has the power of first lady Michelle Obama when it comes to putting a lesser known designer on the map. Jason Wu and Thakoon were far from household names when Michelle Obama opted to wear their dresses to big formal events, but since publicly endorsing their brands they both landed collaborations with Target. So when Women's Wear Daily reported today that Doo-Ri would be creating a limited edition collection for Macy's, we were not surprised. Mrs. O has more clout in the fashion world than Kate Middleton and Kim Kardashian combined!
Doo-Ri Chung began her career at her family's dry cleaners back in 2001, and has become a staple at New York fashion week. Now just 10 years later she's working on a mass-market level. Not too shabby! Chung's Macy's collection will be available online and in stores for eight weeks starting February 15-just 10 days after Jason Wu for Target launches.
"The customer is very different from whom we've catered to before, but I really didn't have to adapt," Chung told WWD of the upcoming collaboration. "Macy's wanted to keep the design level high. I didn't feel the challenge was very different." The collection will range in price from $39 to $159 and is expected to include mini dresses, maxi dresses, knitwear, tops, leggings, and trench coats. We're also anticipating lots of her stunning signature drapery and color-blocking.
Macy's may be relative newcomers to the designer diffusion line, but they've had recent successes with Matthew Williamson, and Karl Lagerfeld, and a collection with Giambattista Valli is set to drop next week. Target has been insanely successful with their designer-for-less lines, working with big names like Missoni, Anna Sui, Zac Posen, Alexander McQueen, Rodarte, and Jean Paul Gautier among others. JCPenney has worked with Charlotte Ronson, The Olsen twins, and Nicole Miller. Kohl's has teamed up Vera Wang, Lauren Conrad, and Jennifer Lopez. H&M has tapped Lanvin, Versace, Stella McCartney, Jimmy Choo and Sonia Rykiel. Wal-Mart has had a ongoing line of affordable Norma Kamali gear for years, Payless enlisted designers like Christian Siriano and Alice + Olivia, and Kmart is pushing their new Sofia Vargara collection. With so many celebrity and designer diffusion lines going on, how can you possibly know which labels will be successful on a mass scale? Perhaps one can look to Michelle Obama for the answers.
Related links:
Live blogging Michelle Obama's inaugural style: The gown is by Jason Wu!
Fashion Week dispatch: Jason Wu
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Now You Can Wear Jason Wu On Your Wedding Day
