LONDON — Reiss, the British excessive avenue style 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 workforce of designers at Reiss, who’ve all held positions at luxurious style labels.
“It stemmed from a spot we recognized available in the market between the highest finish of the excessive avenue and the premium manufacturers,” Una Joyce, womenswear director at Reiss, advised WWD.
“Loads of the premium manufacturers have gotten so unaccessible when it comes to worth level and on the prime finish of the excessive avenue, significantly with the American manufacturers, they’re all changing into fairly protected and slightly bit boring,” she added.
For the reason that 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 coloration palette with silk, Italian wool and cashmere mix fabrications.
Reiss’ design director, Jamie O’Hara, is a former Tom Ford designer, which is obvious within the DNA of this debut assortment.
Atelier launches on Sept. 13 on-line and in choose shops with costs working 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 workforce had when designing the gathering, which for a essential line assortment would have been minimize for worth and viewers.
It’s clear that this assortment shouldn’t be for the strange British shopper trying to purchase officewear. That is Reiss’ forway into elevated eveningwear as get together season looms.
Atelier goes to launch twice this season, with a second drop coming in October. The portions are working low, with 300 items a mode, which is a tenth of the principle collections at Reiss.
The model has turn into a royal fixture with the likes of Kate Middleton and Meghan Markle, however it has not too long ago turn into the official journey associate for the McLaren Racing Method 1 workforce as properly.