California Apparel News

When Belk signed on as a sponsor for the 12th season of “Project Runway,” the Charlotte, N.C.–based department store chain promised to give the winner of the fashion reality show the opportunity to create a line to be sold in the 299 Belk stores located in 16 Southern states.

Dom, the collection designed by season 12 winner Dom Streater is now in stores and features the designer’s signature prints reimagined for Belk’s customers.

"There was a definite learning curve as I merged my Northeast design aesthetic with the more laid- back and feminine style of the Southern woman," Streater said. "The Belk team helped me ensure my designs would appeal to the Southern lifestyle, and I'm so happy with how the final version turned out."

John Thomas, Belk’s executive vice president of private brands, was a judge on an episode of “Project Runway.”

"Project Runway gave us a platform that we didn't have before," he said. "It gave us more credibility with a national audience, showed we're serious about fashion and created more awareness about our brand. We were happy to play such an integral part of the show, and now we're thrilled to work with Dom on her collection designed specifically for the Belk customer. She's a talented apparel designer who also created her own prints for the collection."

Prices range from $79-$130 for the collection, which includes a shirt and pants.