Reese Witherspoon launches fashion line

Actress Reese Witherspoon launched her own retail brand this week, Draper James, inspired by her Southern lifestyle. The line features clothing, bags, jewellery, home and gift items. Within hours of her e-commerce going live several pieces sold out.

Named after the actress’s grandparents, Dorothea Draper and William James Witherspoon, the brand is homage to her Southern upbringing, and centres on the fact it is better to be overdressed than underdressed.

Commenting on the ethos behind Draper James, Witherspoon said: "I created Draper James to honour my past and allow others to embrace the beauty, style and excitement that embodies what is happening in the South today.”

The Southern influence is seen through the fashion line, with flattering, feminine dresses and separates in “bright and cheerful” prints, which adds a playful touch to the brand. The collection also offers a complete line of accessories including jewellery and handbags, as well as home offerings such as stationery, blankets, pillows, and cocktail napkins.

All products have been manufactured and designed in-house, with 40 percent of the collection being made in the South, and are available exclusively via the brand’s own website, DraperJames.com. The e-commerce will then be followed by the brands first brick and mortar store opening this autumn in Witherspoon's hometown of Nashville.

Reese Witherspoon launches lifestyle brand Draper James

Witherspoon, who is a majority shareholder in the brand, has been very hands-on with the construction of the brand, the actress has been sharing behind-the-scenes pictures of the process via her popular social media accounts, from picking fabrics to the logo, as well as showcasing all things Southern, which is at the heart of the brand.

Draper James CEO Andrea Hyde, former C.Wonder president, added: "Draper James was built on the backdrop of Reese's Southern past which is both timely and relevant. Not only is the South having a cultural surge, but it has a rich ecosystem that we tapped into on every level."

The brand is already being compared with Gwyneth Paltrow’s Goop and Blake Lively’s Preserve, the main difference already being noted is the lower price points, the “unapologetically pretty” line of fashion and lifestyle items range from 14 to 400 dollars, making it accessible to all.

Comparisons on the line are also being made with preppy-chic brands such as Kate Spade and Tory Burch, which isn’t really surprising as Draper James’ design director is Frederic Tremblay, who held design positions at both Tory Burch and C.Wonder.

In addition to selling fashion and lifestyle items, Draper James will also feature editorial content interviewing influencers in the South, from chefs to writers and musicians, as well as travel guides, and even exclusive content with the actress herself.

Images: Draper James