Brian Atwood Steps Into a Larger Market With B Brian Atwood

Luxury high-end shoe designer, Brian Atwood, has recently signed a deal with Jones Apparel Group to create a more affordable line of shoes, apparel and accessories. As Atwood describes it, “The cool, East Village girls who have great style are kind of a muse,” he told WWD of the collection’s design philosophy. {Fabsugar} “It will just be with a different edge, but always have the same core values.”

The new lineup of shoes will debut in the fall of 2011 and retail for around $200-$500-  a major markdown from his signature collection.

The line is aimed at high-end department stores and upscale specialty boutiques, and Atwood notes, “We don’t ever call it diffusion because it is really a counterpart to the main line. It was something I felt that we needed as part of our brand. We love what we do and if we can give any part of Brian Atwood to a larger audience, that is what really excited me.” {Fashionologie}

It’s always a welcome thing to see any high-end designer go for a wider audience with a secondary line. Being able to offer expertise and quality for a mass market, at reasonable price points, is – no pun intended – a step in the right direction. Plus, secondary lines are an indication that the top tier line will be able to continue at what’s usually a slower growth rate. Mass market sales often buoy high-end sales (which can be shaky depending on economic conditions). Thinking back to Christian Lacroix, part of the reason he wasn’t able to survive the worst of the economic times is because there were no sunglasses, handbags, shoes or other items available at a mass level to balance out the dip in sales of couture. While designer accessories, including shoes, fared better than clothing we can’t wait to see what Brian Atwood has in store for next year.