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Dive Brief:
- Consumer products and livestreaming media company Xcel Brands on Friday announced the launch of C. Wonder by Christian Siriano, according to a company press release.
- Siriano was named the creative director of the new brand, which will include ready-to-wear and accessories collections. It will launch in the spring of 2023.
- Siriano will continue to design his own collection while working with C. Wonder.
Dive Insight:
C. Wonder is accelerating its offerings with the help of award-winning designer Siriano.
Siriano will serve as the public face and voice of the new brand, which will include appearing on HSN’s broadcast and streaming service next year.
“Bringing Christian on board to lead the transformation of C. Wonder by Christian Siriano is another key step in the creation of a live-selling ecosystem that connects our brands directly with consumers,” Robert D’Loren, chairman and CEO of Xcel Brands, said in a statement. “Christian’s sophisticated aesthetic, creative vision and vibrant personality have made him one of America’s most respected young designers and we’re confident he’ll bring a renewed sense of excitement to C. Wonder as we solidify our leadership within the fast-growing livestream marketplace.”
The C. Wonder brand was originally launched in 2011 by designer Tory Burch’s ex-husband, venture capitalist J. Christopher Burch. By the start of 2015, the company was filing for bankruptcy and closing all of its stores. A few months later, Xcel Brands acquired the retailer’s property rights, trademarks and other assets. Xcel Brands soon after made stylist and television personality Brad Goreski the company’s creative director and the retailer’s on-air personality on QVC.
C. Wonder products are currently sold at Walmart and Nordstrom Rack.
Xcel Brands also produces and distributes apparel under the Halston and H Halston labels, owns a minority stake in Isaac Mizrahi, and is investing in livestreaming tech platforms and partnerships, among other ventures.
via https://www.aiupnow.com
Kaarin Vembar, Khareem Sudlow
