Macy's meets Iris Apfel with new collection

Retailers may be obsessed with millennial youth, but Macy's (NYSE:M) is going in another direction with a soon-to-be released line from 94-year-old Iris Apfel.

Apfel is partnering with Macy's I.N.C. private label to create a collection called "Iris Meets I.N.C." that will feature "must-have" clothing and jewelry, all with a nod to mod fashion of the 1960s.

As an anchor to the campaign, I.N.C. will launch a limited-edition keyboard of Iris-themed emojis this fall. The emoji graphics will appear throughout all elements of the "Iris Meets I.N.C" campaign, including product hangtags, digital advertising and direct mail.

Apfel consulted with the design team on the 40-piece collection, which is focused on key wardrobe staples including shift dresses, A-line skirts and statement jackets. There's also a selection of black and white bangle bracelets, a signature of Apfel's.

The fashion icon may be in her 90s, but her style crosses generational lines. Apparel items will be age-appropriate with no micro mini skirts or sleeveless tops in a nod to older shoppers, but the mod style, emoji marketing and Apfel's youthful attitude will resonate with younger consumers.

For more:
- see this Harper's Bazaar story
- see this Macy's announcement

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