Nicole Miller Spring 2012 Ready to Wear - images from Style.com
Watching season two of All on The Line with Joe Zee tonight, I was shocked to see a whole episode dedicated to Nicole Miller. The show typically focuses on up and coming, struggling or has-been designers that Joe Zee has to nurture and guide and scold into figuring out how to be successful; but Nicole Miller is a very successful 30 year veteran icon of the fashion industry. Apparently, when you're trying to get your audience to see you in a different way, even an established designer can use a little help.
Most people think of Nicole Miller as a classic, special ocasion, prom wear and bridal designer. After 30 years in the business, she's ready to be seen as a modern sportswear designer too. Her new collection is aimed at 20-30 somethings with street appeal and edge, but she needs the public to see her in a new light. Joe Zee to the rescue!
In the episode, he steps in to help Nicole focus her collection on a new market with a hip vibe and youthful customer appeal. He comes up with the idea that Nicole should reinvent some of her vintage pieces. Everyone else is stealing from the 80's but Nicole can steal from herself. He dubs it "Nicole Miller Rewind" and Nicole loves it.
Then Joe realizes, from polling young shoppers outside Nicole's boutique, that she needs to get the information about her young hip sportswear into the hands of those informing young hip girls today: bloggers. The PR department is instructed to give 5 front-row seats to the top fashion bloggers, and work with a casting agent to hire a few young, it-girl celebrities to wear Nicole's fresh designs while attending her runway show at New York Fashion Week. I hate to ruin the ending for you, but she killed it. The formula, the messaging, the presentation really reached it's audience, and the blogging community bought the whole enchilada - as did Neiman Marcus!
Then I received a press release for the nicole by Nicole Miller spring 2012 look book - her affordable line sold exclusively at JC Penney. I was really excited by the new looks. I've been a JC Penney shopper for years, and I've noticed the nicole collection over the years. I may have a piece or two in my closet, but this collection is really fresh. Nicole has translated her runway sportswear into a very wearable, affordable collection for JC Penney's customers. I especially liked the bohemian looks.
Although she's been producing her line for JC Penney for about 6 years, this current collection is the most vibrant, relevant aesthetic I've seen from her. She's a real inspiration to designers like myself who are (ahem), no longer in our 20's, but are designing for girls in their 20's and 30's - and the fashion bloggers they worship.
If you haven't checked out JC Penney's nicole collection in the past, this may be just the right time. Most of the sportswear, dresses, handbags, shoes and sunglasses retail for under $100. I'm looking forward to checking out the very boho looks from the upcoming collection.
Last week I ranted about the whole Missoni for Target hype, but now I'm wondering, why aren't people around the country staying up all night to get in line for this collection? Why aren't they logging onto JC Penney's website and purchasing furiously until it crashes? These designs are on point, wearable, affordably priced. I guess everything in America comes down to a popularity contest, or perhaps Target pays more for their marketing and PR consultants than JC Penney does, but that's OK with me.
Check out this cute behind-the-scenes video from the nicole by Nicole Miller Spring 2012 look book shoot. You'll see the stylish Ms. Miller herself, dressing and directing the models.
Nicole Miller behind the scenes photo shoot from Hello Super 8 on Vimeo.
The brand also recently launched a sleepwear line which should be in stores in February with prices ranging from $20-$30 as well as a sunglass line hitting stores in March, beginning at $20.
For the record: I did not receive any products or monetary compensation for this post.
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