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Urban Outfitters Launches Designer Mini Collections


geren ford for urban outfitters
Left: Hawks by Geren Ford for Urban Outfitters; Right: A look from Geren Lockhart’s Fall collection

Following in the footsteps of Target, Top Shop, and H & M, Urban Outfitters has announced that it has tapped designers including Charlotte Ronson, Geren Ford, Steven Alan, Paul & Joe Sister and Corpus, to design mini collections. The first collection to hit stores in May will be Hawks by Geren Ford. The pieces range from $48 to $128, approximately a quarter of the price that Geren Ford pieces usually go for. Urban Outfitters hand selected each designer, here’s what they had to say . . .

We admire designers who have a downtown feel even though they fit into uptown markets,” said Urban Outfitters’ general merchandise manager Jim Brett, adding that a multidesigner collaboration on this scale is a first for the company. “Unlike the deliveries, which will be staggered, the choice of designers was very scientific for us. Each one has its role, from street to feminine to sexy to unisex.

It seems like a lot of retailers are having guest designers design capsule collections – I think it’s a great way to get “designer” pieces at a fraction of the price. But, is it too much lately? Or, is this just the name of the game now? What do you think?

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