The line features flirty dresses and punchy accessories that will
stun in new series Closet Wars debuting today on AwesomenessTV
NEW YORK–(BUSINESS WIRE)–Macy’s has partnered with AwesomenessTV to debut IN AWE OF YOU, a
lifestyle brand aimed at the Gen Z ingénue. The line features coquettish
dresses, trendy clutches and other whimsical accessories such as nail
decals, mobile chargers and temporary tattoos. Hitting stores in
February, the IN AWE OF YOU range will ensure the junior girl looks and
feels her best for all of the important social occasions in her life
this spring. IN AWE OF YOU will be showcased in “Closet Wars,” a new
series starring YouTube sensations Vanessa and Veronica Merrell on the
AwesomenessTV YouTube channel, debuting today.
“Our junior customer is smart, dynamic and hyper-conscious of fashion
and the latest trends,” said Stephanie Muehlhausen, vice
president/fashion director of ready-to-wear/Millennial. “AwesomenessTV
is one of the leading sources of culture and entertainment for that
customer, and our collaboration has resulted in an amazing collection
that fits her lifestyle perfectly. IN AWE OF YOU, from the cool cuts of
the dresses to the playful glamour of the accessories, speaks directly
to the Gen Z girl, and she’s going to love it.”
“IN AWE OF YOU is another great way to bring the AwesomenessTV brand
into the physical world for our Gen Z audience. Macy’s is a phenomenal
partner that embraced the spirit and attitude of our audience with this
collection,” said Jim Fielding, Global Head of Consumer Products
From Valentine’s Day to prom to graduation, and everything in between,
IN AWE OF YOU offers young women the styles they want at incredible
value, with an assortment of dresses and separates ranging from $39 to
$79. Channeling the hottest trends of the season, the collection boasts
a pastel color palette with pops of jewel tones, and chic A-line and
sleek column silhouettes featuring cold shoulders, cut-outs, ruffles and
swingy skirts. Polishing off these glamorous Valentine’s Day and weekend
looks are charming accessories, clear Lucite box clutches with
interchangeable pouches, and to-die-for shoes.
The IN AWE OF YOU collection also carries styles inspired by the runway,
perfect for prom and graduation. A range of short, midi and floor-length
dresses, as well as of-the-moment two-piece sets, are rendered in
gorgeous pastels and oversized floral prints, featuring sheer details
and crystal embellishments. A handy-dandy prom kit includes all the
essentials—silver bobbi pins, a gold nail file, and glittery portable
charger, amongst other fun knickknacks—to keep our girl party-ready, and
a structured, miniature top-handle bag with detachable bow charm adds
youthful sophistication to her graduation look.
In “Closet Wars,” the stylish twins will be pitted against one another
in a fashion faceoff and will be tasked with shopping for their perfect
closets. They’ll then be challenged to create the best looks for the
special occasions they’re presented with, featuring the exclusive IN AWE
OF YOU collection.
IN AWE OF YOU launches in select Macy’s stores and on macys.com
in February, and the first episode of “Closet Wars” is available today.
Macy’s, the largest retail brand of Macy’s, Inc. (NYSE:M), delivers
fashion and affordable luxury to customers at approximately 734
locations in 45 states, the District of Columbia, Puerto Rico and Guam,
as well as to customers in the U.S. and more than 100 international
destinations through its leading online store at macys.com. Via its
stores, e-commerce site, mobile and social platforms, Macy’s offers
distinctive assortments including the most desired family of exclusive
and fashion brands for him, her and home. Macy’s is known for such epic
events as Macy’s 4th of July Fireworks® and the Macy’s Thanksgiving Day
Parade®, as well as spectacular fashion shows, culinary events, flower
shows and celebrity appearances. Macy’s flagship stores — including
Herald Square in New York City, Union Square in San Francisco, State
Street in Chicago, and Dadeland in Miami and South Coast Plaza in
southern California — are known internationally and are leading
destinations for visitors. Building on a more than 150-year tradition,
and with the collective support of customers and employees, Macy’s helps
strengthen communities by supporting local and national charities giving
more than $69 million each year to help make a difference in the lives
of our customers.
For Macy’s media materials, including images and contacts, please visit
our online pressroom at macys.com/pressroom.
AwesomenessTV is a multi-platform media company owned by DreamWorks
Animation (Nasdaq: DWA) and Hearst, the latter of which has a 25 percent
interest. Included under the AwesomenessTV banner are AwesomenessTV, a
leading destination for original programming serving the global Gen Z
audience; the ATV Network, a community based MCN with over 90,000
channels; Big Frame, an influencer talent management
company; DreamWorksTV; Awestruck; Awesomeness Films; Wildness; as well
as consumer products, music and branded entertainment divisions.
AwesomenessTV was founded by Brian Robbins (Smallville, Varsity Blues,
All That) and Joe Davola (In Living Color, Smallville, MTV Networks).
Check out www.awesomenesstv.com.