Michael Stars Launches Dresses
T-shirt maker Michael Stars has offered T-shirt–style dresses for seasons, but the Spring/Summer 2007 season marks the first time the brand approached the category with a full collection. Featuring 12 new dresses in viscose and viscose-blend fabrications and styles ranging from spaghetti-strap maxi-length camisoles to dropwaist, bubble-hemmed tanks, the new collection is a far cry from the Modal tunics and elongated jersey Henleys of past seasons.
“Our previous [dress offerings] had more of a casual T-shirt styling. Now we’re offering more sophisticated, upscale dresses with great design and details,” said Shelly Chaney, the company’s vice president of marketing and public relations. Packed with cute button details, ruching, fluttery sleeves and contemporary design details, the new collection is meant to take the Michael Stars girl to work and beyond.
“Our retailers have been asking us for dresses for years, and we’ve been dying to do them. There is a huge demand in the market right now because women aren’t wearing dresses for special occasions anymore. They’re wearing dresses to work, on the weekends and out in the evenings,” Chaney said.
Targeted at Michael Stars’ top accounts and specialty boutiques, the collection will wholesale for $58 to $86. For more information, call (213) 622- 8293. —Erin Barajas
