Alice + Olivia To Host Shoppable Fashion Show With Neiman Marcus
Coachella is less than two week away (you have that on your calendar, right?), so brands are clamoring to dress the festival set for the desert. Head to your local mall and the usual suspects, such as Urban Outfitters, H&M and more are already offering up fringed everything, suede accessories and crossbodies for days. To get in on the festival spirit, perennially boho brand Alice + Olivia is hosting a special presentation right here in to L.A. to celebrate its latest collab, which brings together the iconic imagery of the Grateful Dead with the brand’s spirit of fun, fresh fashion.
The Alice + Olivia x Grateful Dead collection will walk the runway at the NeueHouse in Hollywood on Wednesday, April 13, giving shoppers two full days to stock up on the pieces before Coachella. How? The runway show will be a “See Now, Buy Now” affair, where attendees both IRL and virtually, as the show will stream online for eager shoppers everywhere via Neiman Marcus’ and Alive + Olivia’s social media channels will be able to snatch up any of their picks right away. A total of 12 Grateful Dead pieces will be available online following the show along with the main Alice + Olivia collection.
“A ‘See Now, Buy Now’ runway show is something I have been wanting to do for a few seasons but it took time to feel out when and where felt right,” Bendet said in a press release. “I wanted what I showed on that runway to be relevant to what consumers actually want to wear, now. I came up with the idea to have the show around Coachella and have the runway looks be based upon things that every girl would want to wear to a music festival.”
Stacey Bendet, Alice + Olivia’s CEO and creative director, will co-style the show with Neiman Marcus’ own Ken Downing, senior vice president and fashion director. A selection of the colorful pieces were revealed to WWD in February, which feature the Grateful Dead’s dancing bear on T-shirts, fringed crop tops and maxi-skirts.
And just how did this all come to fruition? Bendet’s husband, Eric Eisner, has teamed with Martin Scorecese and slew of other famous Dead Heads for an as-yet-untitled Grateful Dead doc, which is set to wrap this summer.
My husband [Eric] is a hugely passionate Dead fan, and his is the first film to have the entire bands participation, with usage of their archived music and old footage, Bendet explained to WWD. When the couple went to the Grateful Dead reunion show in Chicago last year, Bendet saw it as a chance to do some research and connect with the fans and the fashion. Every girl came up to him saying how much they love Alice + Olivia, and I was like, See! Theres crossover [with the fans!]
Ranging from $165 for a T-shirt to $1,298 for a ball-gown skirt, the collection will be available, in full, at all Alice + Olivia stores in April. Fans of Katy Perry might recognize a few pieces, as the songstress was seen in L.A. in a head-to-toe look. It’s sure to catch the lenses of the street style photographers at Coachella, though as Perry and Bendet herself have shown, these soulful designs aren’t just for the festival circuit.
This is the latest effort by Neiman Marcus to showcase a more playful, youthful side of itself. After rebranding its contemporary departments as Cusp, to parallel its freestanding Cusp stores, the luxe department store has been focusing on bringing in a younger clientele with collaborations with Kendall and Kylie Jenner’s Kendall + Kylie Collection, creating exclusives with up-and-coming labels and sponsoring events such as South by Southwest.