Reiss Heads Into Luxurious With Atelier Line – WWD
LONDON — Reiss, the British excessive road vogue model is shifting gears to go extra premium with its new line, Atelier.
The identify of the road is an homage to the in-house group of designers at Reiss, who’ve all held positions at luxurious vogue labels.
“It stemmed from a niche we recognized out there between the highest finish of the excessive road and the premium manufacturers,” Una Joyce, womenswear director at Reiss, instructed WWD.
“A number of the premium manufacturers have gotten so unaccessible when it comes to worth level and on the high finish of the excessive road, notably with the American manufacturers, they’re all turning into fairly secure and slightly bit boring,” she added.
Because the pandemic, Reiss has stepped up its conservative designs to turn into sleeker and versatile for out and in of the workplace.
The Atelier assortment has a powerful tailoring focus and makes use of a impartial shade palette with silk, Italian wool and cashmere mix fabrications.
Reiss’ design director, Jamie O’Hara, is a former Tom Ford designer, which is clear within the DNA of this debut assortment.
Atelier launches on Sept. 13 on-line and in choose shops with costs operating two or 3 times he essential collections at Reiss, which begin round 150 kilos.
“There have been no restrictions,” defined Joyce, referring to the lengthy lengths and design ambitions the group had when designing the gathering, which for a essential line assortment would have been reduce for worth and viewers.
Courtesy of Reiss
It’s clear that this assortment shouldn’t be for the abnormal British shopper seeking to purchase officewear. That is Reiss’ forway into elevated eveningwear as occasion season looms.
Atelier goes to launch twice this season, with a second drop coming in October. The portions are operating low, with 300 items a method, which is a tenth of the primary collections at Reiss.
The model has turn into a royal fixture with the likes of Kate Middleton and Meghan Markle, nevertheless it has just lately turn into the official journey associate for the McLaren Racing Formulation 1 group as properly.
