Belk, Inc, the US-based mid-range to upscale department store chain, has roped in the fashion-centric American reality television series Project Runway’s 12th season winner Dom Streater to launch an exclusive collection.
A balanced mix of the designer’s signature north-eastern design aesthetics with the relaxed laid back feminine styles of southern women, the range includes four dresses, a shirt and pants.
“There was a definite learning curve as I merged my Northeast design aesthetic with the more laid back and feminine style of the Southern woman,” said the designer about the line.
“The Belk team helped me ensure my designs would appeal to the Southern lifestyle, and I'm so happy with how the final version turned out. They're comfortable pieces that are also flattering on any figure. I absolutely love them, and I'm confident the Southern woman will too,” she added.
John Thomas, the Belk’s executive vice president of private brands, also revealed in a statement “We’re thrilled to work with Dom on her collection designed specifically for the Belk customer. She's a talented apparel designer who also created her own prints for the collection.”
The vice president who was one the guest judges at the reality show further explained about the significance of the show in promoting his brand by adding, “Project Runway gave us a platform that we didn't have before. It gave us more credibility with a national audience, showed we're serious about fashion and created more awareness about our brand.”
Founded in 1888, the North Carolina’s Charlotte-based Belk is a family owned and operated department store company that operates around 299 stores located in 16 Southern states along with a growing digital presence.
The opportunity to design a collection for Belk was one of the prizes Streater received when she won season 12 of the reality television show Project Runway. (PB)
Fibre2fashion News Desk - India