424 FIFTH x THE HUDSONS BAY

The Hudson’s Bay and Lord & Taylor’s new private brand, 424 Fifth offers a fresh, modern take on the way women dress today. We attended the launch event at The Hudson’s Bay’s downtown location to hear 424 Fifth’s Chief Creative Officer, Marie Holman Rao speak about the launch of the new collection, along with Fashion Magazine’s Joy Pecknold.

We grabbed a glass of wine and settled in to hear Marie & Joy discuss the first collection for 424 Fifth. The name, 424 Fifth comes from the address of the iconic flagship Lord & Taylor store in Manhattan. The brand is inspired by Lord & Taylor’s rich American sportswear heritage, and is designed to appeal to women of all ages combining of-the-moment fashion and timeless style.

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The collection includes dresses, skirts, tops, blouses, sweaters, pants, outerwear and accessories. It is a fabric driven collection, and is focused on beautiful, yet durable textiles. The Spring 2014 collection ranges from basic statement fashion items to essential ‘Must Haves’. The price point ranges from $29-$300.  Its luxurious looks at a very affordable price point.

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This Spring, the collection themes included bold, black and white graphics, minimalist chic, and architectural shapes. Colour was also a major element. Bright pops of cobalt blue, jade green, cherry red and citrus yellow gave the collection a fresh and upbeat vibe.

Another key aspect were the digital prints. We particularly loved the palm tree print, featured on a 3/4 sleeve coat, and a clutch. Combining different prints is another big trend for Spring and 424 Fifth has made this an easy trend for their customer to interpret. The light weight sweaters featuring 2 prints mixed together is definitely on our Spring wish list.

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“The 424 Fifth collection offers a full lifestyle collection for the modern women,” said Mary Turner, Executive Vice President of Specialty for Hudson’s Bay Company. “This collection fills what we believe to be a void in the market place for stylist, wearable, well-priced fashion. We feel strongly that our core customers is underserved in this market, and, as such, we are committed to building the 424 Fifth as as compelling women’s brand to satisfy this need.”

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The collection will be available this March at all 91 Hudson’s Bay stores across Canada. Thank you to The Hudson’s Bay and the team at 424 Fifth for a fantastic evening. We can’t wait to shop the collection this Spring.

Text by Lyndi Barrett
Photos by Viranlly