Alice + Olivia has become the latest fashion brand to board the shoppable-runway bandwagon, and it’s doing so just in time for the first big music festival of the year.
The New York-based contemporary clothing company will pair up with Neiman Marcus to host a see-now-buy-now runway on Apr. 13, the Wednesday before Coachella, at Neuehouse Hollywood in Los Angeles.
Ken Downing, the luxury department store’s senior vice president and fashion director, and Stacey Bendet, CEO and creative director of Alice + Oliva, will co-style the show, which will include a Grateful Dead-themed capsule collection as well as limited-edition pieces from the brand’s Spring ’16 collection.
According to a press release, 12 items will be available exclusively at aliceandolivia.com, neimanmarcus.com and cusp.com once the runway show begins at 7 p.m. local time. Neiman Marcus Beverly Hills will also sell a selection of the styles, along with several exclusive items, which include two Alice + Olivia X Grateful Dead pieces.
“It is exciting to be involved in the forefront of a new fashion phenomenon with Stacey,” Downing said. “She has always been wildly intuitive, with the ability to anticipate her fashionable customers’ wants and desires. Creating a highly curated, creative, clever and in-season fashion show, as only Stacey can do, with a buy-now-wear-now mantra, makes sense for her fashion followers that love and adore what she designs.”
“A see-now-buy-now runway show is something I have been wanting to do for a few seasons but it took time to feel out when and where felt right,” Bendet noted. “I wanted what I showed on that runway to be relevant to what consumers actually want to wear, now. I came up with the idea to have the show around Coachella and have the runway looks be based upon things that every girl would want to wear to a music festival.”