Reem Acra Watched HSN Every Night For A Month
Reem Acra, she of the unapologetically embroidered evening gowns and bridal dresses, announced this morning that she will produce a line of lower-priced clothes for HSN.
But she didn’t just wade into the high-end designer collaboration gambit lightly — the designer told WWD that she did her own due diligence when researching HSN and its customers.
“I watched HSN night after night for more than a month,” she said. “I would come to work very tired because I watched too much HSN.”
The designer said she’d been approached by various companies to develop a more affordable collection, but commented in a press release that she didn’t feel comfortable with any company other than HSN.
“Until I met [HSN CEO] Mindy Grossman and her team, I did not believe that it would be possible to translate my designs into products that retain a luxurious feel and yet are accessible,” Acra said. “HSN absolutely understands how to work with a designer to achieve this balance.”
The end result of all that late-night viewing and collaborating is a collection called Reem, comprising day wear ranging from “$39 for a beautiful shawl to $299 for a sequin jacket.” It will be presented at the tail end of HSN’s Fall Fashion Series, which is presented with Elle magazine. If you want to dial in and order the clothes, you’ll be able to do that on Sept. 22 and 23.
And now that we have three confirmed designer diffusion collections coming our way this fall (Lanvin for H&M, Gap for Valentino — four if you count the rumors about Prabal Gurung for Target), we want to know: which collection do you think will sell best? Don’t count out HSN’s selling power — remember, Mary J. Blige moved 50 units of her perfume in a single day on the shopping channel.