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Saks Targets a Younger, Hipper Crowd with Prabal Gurung & Friends

Prabal Gurung and past designs via <a href="">Models and Moguls</a>
Prabal Gurung and past designs via Models and Moguls

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On Tuesday, Saks Fifth Avenue introduced an exclusive line of cocktail dresses created by an impressive stable of cutting edge young designers. In a move to target a younger, hipper customer and perhaps also establish more indie fashion street cred, the lineup includes Prabal Gurung, Doo.Ri, Aquilano.Rimondi, Christian Cota, Erdem and Marios Schwab. Each designer created two or three exclusive styles with the Saks customer in mind. Gurung designed double-faced satin confections in contrasting white, black and electric blue, Cota's museum inspired pieces boast hand painting and cage detailing and Doo.Ri (admitting that " what I would do for Barneys is very different from what I would do for Saks.”) dropped the hemlines "a little above the knee" and accented the waists.

The dresses run from $700 for an Erdem to over $7000 for a frock by Aquilano.Rimondi. The price tags would put a dent in anyone's wallet, but 10% of the proceeds will go benefit the Whitney Museum of American Art. The line is available on the revamped third floor and there will be a kick off party tomorrow night with all designers, except Schwab (blame the Iceland volcano), in attendance.
· Signature Cocktails: Saks Showcases Younger Labels [WWD, subscription req'd]
· Saks Fifth Avenue [Official Site]

Saks Fifth Avenue

611 5th Avenue, Manhattan, NY 10022 (212) 753-4000 Visit Website

Saks Fifth Avenue

611 Fifth Avenue, New York, NY