Matthew Williamson is no stranger when it comes to department store collaboration. The nearest one available to us is his Butterfly label for Debenhams. For his next collaboration project he will collaborate as one of Macy’s designer capsule collection series which is an initiative taken up by the store to woo the younger crowd and build a hipper image. Macy created exclusive collections for their Impulse contemporary floor by collaborating with guest designers that will stay in stock for around two months.

The first designer to hit the floor will be another British designer Kinder Aggugini that is best know for his tailoring skills and love for more structured products followed by Williamson. Karl Lagerfeld collection will be launched after Williamson’s and the fourth designer for this project has been identified but there’s still no further information as to whom this designer would be.

On Williamson, Molly Langstein Macy’s Inc. executive vice president of fashion and new business said “This spring, the Seventies prints and colors are strong influences, and Matthew exudes those. He is tremendous at pops of strong color and he does dynamic prints reminiscent of the Seventies and the disco era.” Whereas Williamson’s comment on the collection itself was that “The collection aims to capture the essence of the mainline brand, with a focus on effortless glamour; dynamic prints; loosely structured silhouettes, and pops of strong color.” One thing for sure, you will always see the signature bohemian style of Williamson, as seen from his previous collaboration where he never compromised his signature designs.

Further on this initiative Langenstein said that “The most important thing is finding designers that best represent what the trends are of the moment,” therefore the choice of the designers. Let’s see who will come next after the big three names. Langenstein also emphasized that although the capsule collection will be priced according to Macy’s price point but they will capture the designer’s aesthetic as close as possible.

* Pictures courtesy of Fashionphoenix.com, WWD