Los Angeles-based designer and social maven Mary Alice Haney is relaunching her line following a COVID-19 pause.
The industry veteran, who has worked as a magazine editor for Allure, Marie Claire and GQ, a stylist for A-listers like Blake Lively and Sarah Jessica Parker, and a TV host, debuted a luxury eveningwear outfit in 2013. Entered the business with the collection. With gowns inspired by her famous clients.
Net-a-Porter was the first retailer to pick it up, followed by Neiman Marcus, Saks Fifth Avenue, Nordstrom, Shopbop, Fred’s and many others.
“Honey is known for party dresses and red carpets and when the pandemic hit, all my orders stopped, the only thing I could do was close the company,” she said.
But she couldn’t shake her love of design, and spent 10 years building the brand. So, she spent lockdown talking about how she, her clientele, and her idea of sexy, California glamor have changed.
“We’re not out, we’re not wearing heels,” said Haney, a one-time regular on the charity ball circuit. “We still want to live our lives and feel good but we want to feel comfortable.”
For inspiration, she looked back at what she was wearing when she first moved from New York to L.A. — Juicy Couture — and designed a velor capsule collection in that spirit. Except that ’70s-style, zip-front, belted white jumpsuit, ’90s-nostalgic black bustier minidress with side cutouts, cropped cardigans, bra tops, and briefs are so sexy, they don’t even look like velor .
The main collection is the Body Con – ruched minidress with peeping out bra, crystal edge cutouts, open back or tied sash with folded straps, bustier and flared trousers, and a white blazer dress – and it all with heels Sori or barefoot on the sand will be seen at home.
The collection, which drops October 1, is being produced at a factory in New York used by Cushnie et Ochs and Proenza Schouler, and is priced from $350 to $1,100 for the advanced contemporary market, and features exclusive ornate pieces. Is for. ,
In addition to wholesale and her own e-commerce, she is looking at new channels of distribution, including the costume designing she does through an upcoming TV show.
“As a small brand, you can’t compete with LVMH’s budget, but what can we do that’s spooky and innovative? That’s the thing about living in LA, we have some of the biggest scenes in the world.” brains have access, how can we turn this into a new way consumers see clothes?”
Originally published at Pen 18
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