GooGoo Atkins, Areeayl Goodwin, Matthew Harris,
Jerome LaMaar, Ade Samuel and Stella & Blaise Bennett to design
limited-edition seasonal collections throughout 2022
Macy’s continues to engage, increase, and
amplify diverse-owned brands as a key part of its merchandising
strategy
Macy’s celebrates Black creatives with the return of
Icons of Style, a collaboration with
Black visionaries to help move the fashion world forward. GooGoo
Atkins, Areeayl Goodwin, Matthew Harris, Jerome LaMaar, Ade Samuel
and Stella and Blaise Bennett will create limited-edition seasonal
collections throughout 2022 to inspire customers to embrace their
personal style. Featuring exclusive designs for brands found only
at Macy’s, each creative artfully designed a fashion-forward
capsule of must-have items, inspired by their unique perspective
and dynamic style. The first capsule of Icons of Style is available
now on macys.com, the Macy’s app and select locations
nationwide.
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the full release here:
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Macy’s celebrates Black creatives with
the return of Icons of Style, a collaboration with Black
visionaries to help move the fashion world forward. (Photo:
Business Wire)
Through the brand’s Mission Every One, social purpose platform,
Macy’s continues to intensify its commitment to amplify Black
brands and introduce more diverse design talent into its
assortment; while offering customers an elevated fashion
experience. Icons of Style will feature three seasonal must-have
collections with later capsules launching in July and October.
“We are proud to announce the second iteration of Icons of Style
with a new group of Black visionaries who are bringing their
creative excellence to Macy’s and inspiring customers to own their
style with one-of-a-kind pieces,” said Durand Guion, vice
president, Macy’s Fashion Office. “We are committed to helping
diverse brands grow to scale and amplifying diverse voices to
create more choices and robust shopping experiences for our
customers while shaping a brighter future with bold representation
for all.”
GooGoo for Bar III
GooGoo for Bar III is a celebration of curves and womanhood.
GooGoo’s passion for design was born from having to improvise her
wardrobe due to limited choices in plus size fashion. Designed with
functionality, versatility, and a touch of statement making moments
in mind, the plus size capsule features mix and match suiting, bold
graphic prints and flirty accents. True to the Bar lll aesthetic,
the capsule is the perfect mix of both feminine and modern
components.
“I was inspired to create this collection because someone who
looks like me needed to make clothes for me. I have a colorful and
feminine personality and my clothes represent that,” said GooGoo
Atkins. “My followers have said if you give us a line, we know it
will be intended for us. I want my fans and followers to feel like
I’ve listened to them, care about them and that my heart and soul
is in this.”
HOME by Areeayl for I.N.C International Concepts
HOME by Areeayl for I.N.C International Concepts is inspired by
the concept of home and the peace it brings. After the sudden
passing of her godmother, Areeayl used her jewelry creations to
heal and redefine what home meant now that her world had suddenly
changed. The collection features one-of-a-kind keepsake jewelry
adorned with intricate detailing, African iconography and gold
embellishments for shoppers who love to make a statement.
“My collection is inspired by pieces that symbolize home so I
can feel at home wherever I am. I want people when they wear my
jewelry to feel grounded, protected, affirmed and special,” said
Areeayl Goodwin. “My pieces are wearable art and allow the wearer
to express themselves in a deep and personal way.”
MATEO for I.N.C International Concepts
Extending his love for creative self-expression and bold fashion
moments, MATEO for I.N.C International Concepts brings forth the
power of the statement bag and heel. Matthew mixes unexpected
shapes and dramatic details to spark confidence in every step.
Using pops of colors in green and yellow, a nod to his Jamaican
heritage, the collection features a breadth of styles that are
timeless, versatile, and collectible. Matthew Harris is an alumnus
of The Workshop at Macy’s, a first-of-its-kind diverse and
women-owned vendor development program.
“It has always been a burning desire for me to create shoes and
this was the perfect opportunity to do so,” said Matthew Harris. “I
want customers to feel empowered and beautiful when she wears a
piece from MATEO for INC.”
5:31 by JEROME LAMAAR for And Now This
5:31 by JEROME LAMAAR for And Now This is a gender fluid
collection with a modern, trend-forward look. Jerome effortlessly
uses their exceptional eye to combine dynamic use of colors,
patterns, and silhouettes into instantly covetable items all geared
towards statement making style. True to the And Now This carefree
aesthetic, the collection features perfect transitional pieces for
an on-trend day to night look.
“This collection was inspired by a balance of masculine and
feminine vibes - there are no gender norms in my eyes,” said Jerome
LaMaar. “When the fashion dreamer discovers these clothes, I want
them to feel magical, seen, loved and most importantly happy.”
Ade Samuel for I.N.C International Concepts
Ade Samuel for I.N.C International Concepts is for the woman who
wants to be the architect of her own look. Inspired by her personal
style and love for fashion, the collection features bold, vibrant
prints that take form in feminine suiting, blouses and dresses –
perfect for the girl who loves an outfit change. From elevated
silky fabrics to eye-catching designs, the collection has the
pieces to makes her feel beautiful and special every day.
“What inspired this collection was a sense of airiness, color,
sophistication and femininity. I wanted to create a chic collection
that spoke to me and others who are like minded,” said Ade Samuel.
“I want my consumer to feel sexy, bold, empowered, playful and most
importantly themselves.”
Stella & Blaise for Epic Threads
Stella & Blaise for Epic Threads provides a modern take on
kids clothing. The capsule features an exciting assortment of mix
and match, his and her sets perfect for fashionable fun.
Highlighted by vibrant prints, graphic tees and cozy fabrics with
pops of blue and purple, Stella & Blaise for Epic Threads is
perfect for school, the playground or a play date with friends.
“We want everyone to feel comfortable when wearing our
collection all day long,” said Stella and Blaise Bennett. “Our
favorite colors are blue because it is fun and energetic and purple
because it is cool and chill.”
About Macy’s
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE: M)
serves as the style source for generations of customers. With one
of the nation’s largest e-commerce platforms powered by macys.com
and mobile app, paired with a nationwide network of stores, Macy’s
delivers the most convenient and seamless shopping experience,
offering great values in apparel, home, beauty, accessories and
more. Macy’s gives customers even more ways to shop and own their
style through an off-price assortment at Macy’s Backstage and at
our highly curated and smaller store format, Market by Macy’s. Each
year, Macy’s provides millions with unforgettable experiences
through Macy’s 4th of July Fireworks® and Macy’s Thanksgiving Day
Parade® and helps our customers celebrate special moments, big and
small. We’re guided by our purpose – to create a brighter future
with bold representation that empowers more voice, choice and
ownership for our colleagues, customers, and communities.
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