Macy’s introduces new private label apparel brand

Dan Berthiaume
Senior Editor, Technology
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The Macy’s “And Now This” private label brand is launching in ready-to-wear and men’s categories.

The line is designed for the fashion-forward, contemporary dresser, featuring elevated basics and sophisticated pieces at affordable price points. And Now This is available now at Macy’s e-commerce site and select stores.

The ready-to-wear selection offers an assortment of elevated basics with a twist, that can be mixed and matched for any time of year or occasion. The collection was created for the trend-forward shopper who is looking for of-the-moment pieces, such as ribbed dresses, tanks and bodysuits; outerwear, such as jackets and athleisure; casual dresses and denim. The line offers sizes XS – XXL.

The men’s assortment was created with the stylish, on-the-go shopper in mind. The capsule of essentials consists of items such as basic tees, henley tops, button-down shirts, jogger sets, outerwear, everyday bottoms and denim. Breeze through the transitional months, from summer to fall with the perfect basics, from short sleeve to long sleeve, from cotton to flannel. The range of colorways is also suited for simple, clean style or the expressive, colorful dresser. The line offers sizes S – XXL.

Macy’s is hosting three And Now This launch events in July:
•    New York City – The And Now This food truck will offer frozen treats and shoppable items from the collection at Herald Square on Saturday, July 24 from 12 p.m. – 2 p.m. EDT, Washington Square Park from 2:30 p.m. – 4 p.m. EDT, and Madison Square Park from 4:30 p.m. – 6 p.m. EDT.
•    Chicago – And Now This will offer an interactive experience as part of “Sundays on State,” as models highlight the line inside the windows at Macy’s State Street store on Sunday, July 25, from 2 p.m. – 4 p.m. CDT.
•    Fort Lauderdale – The Macy’s South Florida fashion truck will be at the Fort Lauderdale Art Walk on Saturday, July 31, from 6 p.m. – 10 p.m. EDT, showing the new And Now This line.

“And Now This features elevated essentials for contemporary shoppers looking to dress around trends and confidently express themselves through fashion,” said Durand Guion, VP, Macy’s Fashion Office.