Struggling Italian label Jil Sander is launching a bridge line to attract new customers. Called Jil Sander Navy, the new line is to debut for Spring 2010..
"Jil Sander Navy incorporates the values of purity, simplicity and ease. Adding and developing the aspect of casual luxe to the brand's DNA of highest quality and forward innovation will enhance the reach of the brand," explains Alessandro Cremonesi, CEO of the Jil Sander Group. "Reflecting the nature of casual sportswear, its light and unconstructed fit, as well as the attractive price points, the line will provide the opportunity to address additional clients. This is a strategic first step to grow the Jil Sander business as we aim to reach out to a vaster clientele. Not only does it address market needs, but it will complement the pre-collections and the runway offering."
"I will continue to open up the Jil Sander brand by pushing its boundaries and introducing new elements to reinforce and widen the attraction to the house," Raf Simons told Vogue.com
The collection will focus on unconstructed outerwear, lightweight jerseys and easy knitwear and includes T-shirts, dresses, trousers, skirts, jackets, coats and jeans as well as a selection of accessories, handbags, footwear and belts.
The collection will be available in Jil Sander boutiques from January before rolling out to international retailers.