DALLAS, May 10, 2008 / FW/ — Known for its ‘versatile’ approach in fashion, i.e., an outfit has to be able to do double duty, Shelley Komarov, founder of the brand is streamlining the label to face a new era in fashion of fast retailing.
Komarov, which is sold in over 1,200 stores nationwide that include Nordstrom, Neiman Marcus and Dillards, has been streamline into the three ‘E’s:
EASE, which comprises the brand’s bread & butter tops and dresses
ESSENTIAL, wardrobe must haves that provide that Komarov flourish to any look
ELITE, the stand out pieces often referred in the business special occasion.
(Photos courtesy of Komarov)
In line with current ‘re-branding’, three separate look books are being produced by the company which will feature a new bolder logo, followed closely by a revamped website, www.komarovinc.com that will showcase the new groupings with easy interactive navigation.
Komarov is the brainchild of Emmy-Award winning costume designer Shelley Komarov who founded label in 2001 together with her 28-year-old son Dimitri and his friend, 30-year-old Dmitry.
As a Costume Designer, Shelly Komarov often traveled around the world, living out in a suitcase while the movie she is working on is being filmed. She found out first hand how difficult it is to maintain clothes, both professionally as a costume designer and personally, as she worked 12-hour days, then go to a meeting and finally go out for dinner.
Komarov was created with adaptability and flexibility in mind, i.e., ease of maintenance (throw them in a suitcase, unpack and be ready to go to a nice dinner or board meeting in 5 minutes) and versatile (from a long day at work, face photographers and journalists in a press conference).
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