In this send: A 2025 CFDA/Vogue Fashion Fund runner-up stages her first NYFW runway show. A look at Heirlome’s debut this week and showcasing Margaux shoes on the runway to compliment her looks. Plus: a tote for your dutch oven, Gap x A.P.C., plastic egg pantyhose, Operation Varsity Blues, Sexy Math, sock boots, Eileen Fisher vintage sale, Altar’d State, Nasty Gal, Dario Vitale, and plenty of new execs at Vuori, Gap’s fashion-tainment team, Rent the Runways new CEO, a Substacker lands at Merit, and happy start of London Fashion Week.
Deep Dive
New Collabs — all the latest pairings
New Launches — what’s selling out?
Fresh Receipts — do you go for the belt or the bag?
Heirlome — Finding her Footing. A 2025 CFDA/Vogue Fashion Fund puts on her first runway show
New Store Openings & Pop-ups — From Miami to Montecito plus an Eileen Fisher Vintage Pop-Up this weekend
People in the News — Lots of new executive shuffles
In My Feed — What caught my attention
New Collabs
Clare Vivier cooked up something new with Staub. A dutch oven tote is brilliant for pot lucks and bringing a friend a tasty soup. If you are marketing a cookbook this would be brilliant in the PR box.
Gap x A.P.C. — two heritage brands coming together with an American style sensibility and a Parisian one. I’m excited for this. In 2016 A.P.C. did a collab with Outdoor Voices and I still wear the leggings. I found a pair on Poshmark. Gap’s collaboration launches Friday 9/18 and cardmembers get first access. Smart to ask shoppers to sign up to get access because I think there is a large audience for this. Often when this happens the offering sells out before it opens to the broader audience. Good luck!
Damson Madder x Clarks Originals™ launching Thursday 9/17. I think of Clarks as a very functional shoe, and Damson Madder does solid outerwear, so I’m into this collab as it makes sense. Both are British brands.
Nike x Jacquemus new moon shoe color-way coming.
Heirlome x Margaux. More on that below.
L’eggs x Rachel Antonoff. This is a fun one, Days of the Week sock pack. I love how L’eggs has reinvented beyond the (still cool, but not so relevant) plastic egg pantyhose brand.
Levi’s x Sacai on Instagram as coming soon. I’m excited to see how Sacai interprets with the heritage denim brand.
Eckhaus Latta x J.Crew went live and here are a few things worth noting:
I feel like they bought into this 27 piece collection because it didn’t sell out immediately.
Why do I think they bought into it versus people just not interested? I saw creators/influencers noting that they could see it was selling well (yeah for the data). So if they see it is selling from the links, that’s great. Sure, you can’t tell what shoppers are buying, so they could just be buying other items at J.Crew, but I think this is a good indicator of the new launch but not 100 percent accurate. Some Reddit commentary too.
The sizing was interesting to see on the PDP1 how they have the overlap of Men’s and Women’s. This collection was really designed to be universal. I feel like this is more interesting than doing a separate men’s and women’s SKU2 and having to manage the inventory on the back-end and I like that everyone can shop from the same spot. I’m sure it gave a twist to writing the buy and selecting sizes and either they had a special merchant covering as a project or the men’s and women’s teams worked together closely on this.
Also worth noting, by doing this, and having a collection available in larger sizes, the larger sizes sell out fast. Planners please note for future buys!
I’ve also seen comments that Banana Republic x La Ligne is selling. (Hi Jess Graves here and Lindsay Sword here.) Thanks for the insights.
Looking like a future collab will be launching — Celisse (Jessica Blumenthal’s nail care brand) worked with Sandy Liang. Check out the pale blue in slide 4.
New Launches
Guest in Residence, the brand that Gigi Hadid is the Creative Director for, went live with their denim on Tuesday 9/15. In the first day almost all styles completely sold out. If you were looking to try but haven’t purchased yet I would look for returns that could happen in a week or so when shoppers who bought multiple pairs ultimately return. Especially when trying a new brand and new category shoppers will need to explore multiple sizes in denim. Benjamin Talley Smith worked with the team to design and develop the denim assortment so you know it will be great. Looks like the Weekender and Everyday styles were the strongest (but makes sense — the Everyday only came in 3 colors).
Rixo has been known as a go-to for silk-y, slightly bohemian, dresses and they are pushing into a full ready-to-wear line with a great emphasis on outerwear, knitwear, pants, tops etc. It makes sense to expand their offering beyond what is mostly seen as an “occasion-wear ” brand. The brand shared that they received close to 1,000 sign-ups to be notified about their outerwear. Some of the collection is live now with more coming later this fall. If you are a coat person I highly recommend checking those out — this is where the brand does really well in the execution of something interesting and different than the rest of the marketplace. I heard from a source that this jacket that already existed in the brand became so viral that it made sense to expand. Plus the brand always styled the pieces with vintage items that shoppers were already asking about. Another case of listen to your customers for what else they are looking for.
Reformation did a college launch with Olivia Jade and made references to the whole Operation Varsity Blues scandal. I’ve heard of a little backlash, but I liked this. The comments on the Instagram post are lighthearted and here for the rage bait-y bits. There is a give back component and it brought back a scandal from a few years ago, versus something fresh and still part of the conversation. Especially with her mother Lori Loughlin recently joining Instagram. Also, one of the sweatshirts says “Sexy Math” which is 10000 percent better than the time that Mattel did a Teen Talk Barbie that said “Math class is tough”. Private Label, and merchants everywhere, love sexy math.
Vera Bradley’s new launch — The Remix Collection — feels like a full circle moment. So if you didn’t get your hands on this designer tote, are you shopping Vera Bradley?
If cloth bags, especially customized, are your thing, perhaps you are shopping Stoney Clover Lane’s new launch. With the personalization they give a bit of Call It By Your Name.
New Ben Christensen campaign launched for Freda Salvador during NYFW. My favorites from the collection are the tall western boot, this suede fringed shirt, and these suede fringed loafers that remind me of moccasins.
Fresh Receipts
Both are amazing! But do you go for the Dries Van Noten belt or bag? Both??
Emme Parsons new shoes: I’m seeing a lot of “sock” boots this fall. These have a western cut. We are also seeing more low profile shoes that aren’t sneakers or loafers. But a good alternative. And here is a great soft, loafer mule.
Jamie Haller’s Trap (kitten heel) pump in black patent! A kitty point in zebra, and an incredibly low shaft sock boot.
Staud’s fancy pants.
Auralee’s quarter zip in red is A+.
Heirlome — Finding Her Footing
I was thrilled this week when I saw that Margaux collabed with Heirlome and designer Stephanie Suberville for her first runway show, the Spring/Summer 2027 collection. This was a debut runway moment for Suberville and the two brands share a connection with another brand, Argent, so it was fun to see this all come together. And while many might think of Margaux as a DTC brand, a lot of the steps they take are more of a slow and considered fashion label. Heirlome was a 2025 CFDA/Vogue Fashion Fund runner-up and here’s what’s been happening behind the scenes.
