Having created a line for Target in 2007 and now finished up her collaboration with Juicy Couture (her stint designing for the brand is apparently wrapping up within months), Erin Fetherston is looking to extend her carefully carved feminine persona with a wider audience by launching a lower-priced line called, appropriately, Erin.
In doing so, the designer is apparently putting her main line on hold. “This isn’t a little-sister line that’s second fiddle to something else," Fetherston told WWD. Besides price points (wholesale ranges between $73-$250), the overall look is more casual and the collection consists of T-shirts, outerwear, pants and cocktail dresses infused with Fetherston's characteristic sense of girly imagination, so think lots of shiny pieces, from sequins to crystals to metallic lame, and dramatic accents like a silk cape flowing from a pair of pants.
It's possible that the designer's forays into a more mass-market zone with her Target and Juicy collaborations have
After dipping her toes into a more mass-market playpen with Target and Juicy collaborations, it's possible that the designer is adjusting her trajectory in line with what she's seen as success there.