Reality television star Bethenny Frankel unveiled the next franchise in her Skinnygirl empire, Skinnygirl Jeans.
The Real Housewives of New York City star launched the line of women’s jeans and tops this week in partnership with One Jeanswear Group, the New York City-based denim company that produces jeans for brands Ella Moss, Gloria Vanderbilt, William Rast and more.
The Skinnygirl collection offers three stretch fits—high-rise, skinny and straight—for sizes 24-32 and 14W-24W. The brand taps into popular denim trends like side lacing, stud treatment, chopped hems and side stripes. The line also includes a coated pencil skirt, a tuxedo stripe denim skirt, a jean jacket and casual tops.
The collection, which retails for $89.50-$169.50 with most items around $100, is available now at Macy’s and at shopskinnygirl.com. Many of the styles are sold-out online.
For the launch, Skinnygirl teamed up with virtual styling solution Style.me in an effort to enhance the e-commerce experience for its customers. When shopping, consumers can utilize Style.me’s interactive platform that uses simple customer measurements to generate a personalized avatar to help them find the right size and perfect fit.
A “3D fitting room” provides consumers the ability to have a 360-degree visual of how they would look in selected items, so shoppers are able to virtually try-on each style from the comfort of their own devices.
Denim is new territory for Frankel, who launched her Skinnygirl brand with specialty food and spirits in 2011. The size-inclusive brand, which drew some criticism early on for its skinny moniker, already experienced its first size-related pricing controversy.
Mic reported that customers online called out Skinnygirl for charging $159.50 for its high-rise skinny ankle jean in sizes 14W-24W—or $70 more than its regular size $89.50 counterpart. Frankel responded on Twitter, citing a typo error on the website. The price of the jeans was lowered to $89.50.