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Prodigal Daughter takes flight with premiere fall '09 rollout
May '09
The bold new women's fashion line, Prodigal Daughter, launches its flagship collection for fall 2009 at the Kathy Walker Sales showrooms in Los Angeles and New York. More prodigy than prodigal, 23 year old creative director Joni Frazier's debut collection steps out with a seasoned sophistication and confidence that has the support of trendsetting retailers like Kitson, Revolveclothing.com, and National Jean Company.

The line, composed exclusively of basics in fall solids, fulfills Frazier's goal of offering a modern collection of tops, dresses and coats that transcend economy-minded down-styling and seasonal trends. Living up to the brand's “Recklessly Extravagant” moniker, Prodigal Daughter elicits a heightened individuality that is powerful and diverse yet versatile for young women.

“Creating and launching a basics collection that truly supports my desire for self expression and that also offers dress up/dress down versatility is a complex undertaking, especially in an economy that almost demands budget-minded pricing,” commented Joni Frazier, Prodigal Daughter's president and designer. “Despite those pressures, I believe that the embracing of my core values is what has truly made the difference in the way that people respond to this collection.

Staying true to inspiration and vision is the cornerstone of Prodigal Daughter's philosophy, but as a young woman, I understand the necessity of many different looks from a limited wardrobe. Compromising was not an option, so I'm ecstatic about the balance that I was able to achieve. The elegant cuts, simple silhouettes and signature details are undeniably powerful statements of beauty and individuality that will be hard to miss on any woman.”

“One simple style, many interesting looks” is the Prodigal Daughter mantra that supports the basic desires of every woman to mix simple beauty with Reckless Extravagance. In essence, Prodigal Daughter embodies a style of living that isn't for those who choose to settle for average.

Prodigal Daughter is a Los Angeles fashion company founded by Joni Frazier. Prodigal Daughter's mission is to create a modern, sophisticated, and versatile collection for women who appreciate the expression of individuality through fashion.

Prodigal Daughter

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