In her continued quest to take over your closet, WWD reported that Sarah Jessica Parker will curate new accessories site WeTheAdorned, which is set to launch this Spring. Co-founders Tim McElwee and Cyia Batten have enlisted the star’s style skills for their new online accessories website.
The members only site will offer exclusive pieces from such designers as Lulu Frost, Pamela Love, Dannijo, and Erickson Beamon. Premium members will get first dibs on items selected by Parker, introduced every Monday. McElwee sees WeTheAdorned as a needed alternative to other high end retail platforms. He told WWD:
If you think about the market, at the top you have Tiffany & Co. and Blue Nile and then you have BaubleBar and BeachMint. WeTheAdorned is seen as fitting between the two groups.
The addition of a celebrity face, especially one with fashion capital like Parker, is a time-tested way to garner short-term media attention and consumer buy-in. Alexa Chung for Madewell, editor turned reality star Nina Garcia for Moda Operandi, and TV darling Rashida Jones' partnership with earlier mentioned Dannijo have all been met with some success.
Celebrity collaborations can result in long-term disappointment, however, and Parker's track record isn't 100 percent solid. In 2007, the Sex and the City star joined forces with retailer Steve and Barry’s for her affordable clothing and accessories line Bitten. The line was immensely popular, but by 2009 Steve and Barry’s went bankrupt leaving the line homeless and eventually discontinued. She also has a failed partnership with Halston Heritage and Gap under her belt. Remember those khaki commercials?
Recently, Parker’s much anticipated and highly publicized SJP Shoes by Sarah Jessica Parker line for Nordstrom has caused a press frenzy. The line is expected to be a huge hit due to its mid-level price point and wide range of style options. We'll see if WeTheAdorned is her next big slam, too.