Badgley and Mischka are famous for dressing the stars for the red carpet but they are now chilling things out with a daytime dress label.
The Platinum daytime range is a lot more affordable than the designer's top-shelf label and will be sold in dress departments in high end department stores and boutiques.
Badgley and Mischka plan to bring in 20 to 25 styles every month throughout the year. With retail prices starting at $325 (£164) the aim is to reach a wide range of shoppers, including those who may or may not be able to afford the signature collection.
The first editions to the collection include a polyester blend dove gray dress with a pleated neckline, a sleeveless, belted black dress with white piping, a short-sleeve printed crinkle chiffon dress and a long aubergine patio dress.
Both Mark Badgley and James Mischka were present as the range was previewed on Friday in New York.
"People have been asking for it for a while, but we wanted to break it out as a separate division," Mischka told wwd.
"We've been getting a lot of [positive] feedback from stores, which is good. Imagine if it was the other way?" he added.
Caz Moss- Female First
my blog