Sears has a whole new Attitude

Department store does good on the fashion week catwalk

There’s no question that Sears’ new Attitude collection is the retailer’s run at the fast fashion market crowded with competitors like H&M and Joe Fresh. But yesterday evening when the line’s entire design team walked the runway to take their bows, it was clear they had successfully convinced the audience that Attitude is more of a private label than a disposable brand.

And they did it with direction. Though Sears showed easier-to-wear takes on big-right-now trends like statement shoulders and origami folds, there were also unique details like the open seams on the back of elongated blazers.

The fact that more than one editor wondered if designer Joeffer Caoc was behind the collection, priced between $24.99 and $99.99, speaks volumes about the quality, construction and forward feeling of the pieces.

We didn’t spy Caoc backstage but we did speak with brand director Cynthia Florek after the show. Florek first made a splash on the city’s fashion scene as co-designer of the TFI New Labels-winning line Cyn Cyn.

Over the past year, she and Attitude’s designers, production managers, buyers and marketers have been refining the line’s look.

“Everyone on Attitude has a great taste level,” said Florek. “With every piece we ask is it right for our woman? How will she wear it? What can she mix it with?

If the finale parade of slouchy, boat neck Ts in black and white with sequin pockets (pictured above) are any indication, that woman’s style standards have been upped too and Attitude is ready to meet them. Stop the presses. The Sears shopper just got chic. [rssbreak]

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