RVCA’s newest collaboration is with Stella Maxwell.
“I used to be type of considering, ‘What would I wear? What would I like to see my friends wearing?’” said the model of designing the gathering with RVCA founder Pat Tenore.
“I’ve known Pat for a extremely very long time,” she continued. “I met him once I first began my profession. We’ve been friends for thus a few years. He’s like family.”
Their mood board was stuffed with shots of Kate Moss’ Calvin Klein ads, photographs of a young Jane Birkin, Tupac Shakur, Madonna, TLC and Nirvana.
“It’s early ’90s hip-hop meets ’90s grunge with possibly just a little little bit of ’70s love woven in there,” she said of the road. There are white tanks, graphic T-shirts, high-waisted jeans, dresses, swimsuits, sweats — and plenty of red plaid. “It’s unisex, very street, very comfortable to wear.”
It’s a nod to Los Angeles and Latest York. Maxwell, who was born in Belgium, has been living between the coastal cities: “We loved the thought of balance of opposites…the balance of the L.A. and Latest York connection.”
The partnership marks Maxwell’s first clothing collaboration. (She helped design a line of purses with The Kooples.)
For RVCA, based in Costa Mesa, California, “it’s to achieve a latest girl, or the girl that we wish to acquire in the longer term, so to talk,” said Scott Payne, global vice chairman of product and marketing for RVCA.
“The success is gaining an increased audience obviously for RVCA,” he went on, of launching women’s capsules. Last 12 months, the brand unveiled a group with model and actress Camille Rowe. “It really drives awareness, traffic through socials to our website.”
Sales of ladies’s at RVCA — owned by Boardriders — is roughly 25 percent of the business, Payne said, with key U.S. markets in California and Hawaii and the East Coast showing the “biggest growth pattern.” Internationally the main focus is on Australia, Latest Zealand, Japan, the U.K., France, Italy and Spain.
Stella Maxwell x RVCA is out Monday (with a second drop coming Oct. 17), but loyalty members of the brand are capable of access the road on Friday for 72 hours.
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