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Prada to launch 'Jil Sander' economical clothing line

Apr '10
Change is the spice of life and time; the weapon, articulating the same, this time it is not a designer but the brand, Jil Sander, that will launch an economical clothing line, 'Jil Sander Navy'.

Sander, who was born in Germany, made it big in 1980s as she presented the slim-line minimalist suits in most lavish material, especially designed for the upcoming female executive class, highly priced in four figures. After a long lived mayhem with the parent company Prada Group, in 2004, Sander permanently left the label enduring her name.

Currently, Belgian designer, Raf Simons is the Creative Director for the brand and he promises to supervise the new Navy Collection. He said, “I intend to bring in new elements to strengthen and expand the brand, Jil Sander, and for this I will go to great lengths to achieve these targets.”

“Values like purity, minimalism and ease are embedded in Jil Sander Navy. Adding and building on the informal luxury feature, to the brand's best quality gene, while promoting the innovation would widen the scope of the brand.

The line showcases the spirit of casual sportswear, its clear and light fit along with its cost-effective feature. This will serve our purpose and will help reach additional consumers”, said Alessandro Cremonesi, CEO, Jil Sander Group.

The brand will be introduced for spring 2011 and it will be priced at a 30 to 40 percent lower rate, as compared to the Jil Sander collection. Last year, Sander too joined the cheap-chic revolution, where she stated that she was in conversation with Uniqlo, Japan's fashion giant.

Now, seems to be the perfect time to launch the brand as simplicity marks the fashion market. The new Navy collection will consist of less-structured and more informal designs such as, T-shirts, knit dresses, jackets and jeans.

Fibre2fashion News Desk - India

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