Grammy Apparel Set for Sophomore Season
The Recording Academy, which produces the annual Grammy Awards for the music industry, is preparing for a second go-round of putting the Grammy label onto apparel, beginning with Spring/Summer 2010.
The organization has enlisted veteran designer Richard Slom of Z-brand fame to oversee a collection that will include denim, T-shirts, knits, busshy;tiers, dresses and silk pieces for men and women.
Price points were not disclosed, but organizers said they are targeting specialty boutiques, which generally carry better prices. Once again, portions of proceeds will be donated to the Grammy Foundation and MusiCares charities, which provide assistance to members during times of need.
The Academy this time is taking a different approach by having Slom oversee the entire collection. Last season, it licensed it to several local companies.
“We thought it was important to have one creative visionary, so that all the product could hang together and be merchandised cohesively,” said Evan Greene, chief marketing officer for the Recording Academy. “There has always been a great intersection between music and fashion that Grammy has been part of. We want to translate that vibe onto apparel that can be worn on the red carpet or on a nice evening out.”
The collection is being wholesaled through Michael Cohen’s Work in Progress showrooms, based in The New Mart in Los Angeles and in New York. It was shown at the Project Global Trade Show in Las Vegas earlier this month and at the recent Fashion Coterie in New York.
“We feel very positive about this collection. This is a highly social-redeeming project, and it will touch a lot of people’s hearts,” Cohen said.
The collection will also be sold through a showroom in Japan.
The Grammy Awards are telecast to 170 countries and are viewed by more than 1 billion people, Greene said.
“Even in this economy, people are still making purchases,” he continued. “What’s become clear is that consumers are more discerning, and the product has to be right. We are very optimistic that we got it right.”
For more information, visit www.grammylabel.com.—Robert McAllister
