The brainchild of a long and fruitful partnership between the designer and Lord & Taylor, “Lady by Yoana Baraschi” captures and distils the spirit of Baraschi’s main collection; whimsical looks, rich embroideries, a heightened taste level, and of course, her signature sense of humor, making it accessible to a broader consumer base.
Lady by Yoana Baraschi offers designer dresses to a woman who is moving beyond fast-fashion, upgrading her look and shopping for classic longevity, great style and quality.
Baraschi saw the need to introduce the brand to this ever-changing aspirational customer and nurture her into building brand loyalty. The Lady by Yoana Baraschi customer is shopping for a more sophisticated look, while still feeling youthful and flirty.
For pre-fall and fall 2011, Baraschi is focusing on some of her key products from her main collection:
That Special Dress: A house signature- day into evening party/cocktail/dinner dresses, in cotton laces and rich embroideries.
The Favorite Day Dress: A modern take on a house classic- Viscose lycra double knit, with color-blocked details and a slimming fit. A best seller has been re-worked for the Lady customer.
The Signature Printed Dress: Matte jersey or viscose lycra jersey, the versatile little day dress in colorful interpretations of animal and geometric prints. Features feminine drapings for flattering fits and proportions.
“The ethos for this collection is very similar to that of our main line. We are cultivating a niche aesthetic with a unique point of view. Similar to that of the main collection, we are continuing to experiment with the concept of feminine magic,” explains Baraschi.
“We want to empower our ladies, make them feel beautiful, unique, valued, sexy and smart while keeping a sense of humor—all at once!” she added.
Lady by Yoana Baraschi is available beginning March 2nd, 2011 at 26 locations nationwide and at LordandTaylor.com. The collection will range from $148 to $250.