Dress Barn was always the go-to store when my mom was looking for a new dress. I will admit, a few things stuck out to me, but I wasn't overly interested in the product, which also could have been because I didn't fit in the demographic of age 40+ women. But Dress Barn's new designer collaboration just might change my mind.
In an exclusive interview with Women's Wear Daily, Dress Barn announced that on March 4, the store will launched a new initiative called DressBar. DressBar will feature pop-up stores, standalone dresses designed by Carmen Marc Valvo, Heidi Weisel, Michael Smaldone, and a special e-commerce site.
Staying true to their demographic, the dresses will still be aimed at women who are 40+, and will be available in sizes 6 - 10. Each dress will cost between $42 -$70, which is incredibly affordable compared to what the collab designers usually change for their clothes.
"We plan on being the number one destination for dresses. In our value sector, there are very few retailers giving this level of design at our price points. We feel it’s a real differentiator," Lori Wagner, Dress Barn’s chief marketing officer and executive vice president of e-commerce, told WWD.
With the new designers, here's what we could see from their designs for the retailer.
From Carmen Marc Valvo: Glam Dresses
Valvo is known for his elegant evening gowns and I am seriously hoping we see that at Dress Barn as well. It's a struggle to try to find a floor-length dress in there. Also, wouldn't it be crazy if we saw some Valvo's signature cut-outs or sequin on the dresses?
From Heidi Weisel: Black and White Everything
Weisel is known for her classic designs. She combines quirky architecture with black and white styles, making dresses both unique and classic. She sounds like a perfect fit for Dress Barn.
From Michael Smaldone: Prints
In his recent collaboration with Adrianna Papell, Smaldone showed how prints could look classy and elegant on short dresses. I cannot wait to see what he dreams for Dress Barn's signature print.
Images: Getty Images(3)