Designers launch diffusion lines

When news hit that ubiquitous designer, Karl Lagerfeld, would be adding a lower line ‘Karl’ to his portfolio, at the end of the month, it stood as another pointer to a new trend that seems to currently be purveying the fashion landscape; the designer

diffusion line.

If fashion designers have got bogged down in producing numerous collections and pre collections over the season, they are now welcoming the chance to produce capsule pieces aimed at a casual, younger consumer, which are acting as ‘alternatives’ to stand alongside main lines.

So now we have a flux of crazier pieces from a host of illustrious names across the world;

Derek Lam 10 Crosby is the new line from super luxe brand, Derek Lam, whereby the brand is looking to attract a broader audience with more relaxed, easy style pieces, also available on retail site, Shopbop.com.

And Michelle Obama favourite, Thakoon, after such demand created Thakoon Addition, which now shows alone at New York Fashion Week. This side of the pond, Victoria Beckham, crowned designer brand of the year in 2011, will launch her more girly, lower line, Victoria for Spring/Summer. Helen David, head of women’s wear at Harrods, says; ‘Dresses continue to be our strongest selling category and the new Victoria line will offer younger customers girly summer styles at an appealing price point.’

And with Matthew Williamson looking to move away from his boho aesthetic stereotype, the new diffusion, MW by Matthew Williamson offers something much more rock and roll. And Marni Denim will offer a fun take on denim pieces with coloured pieces, prints and stripes. Whilst for other more unaccessible type houses, such as Balmain and Hussein Chalayan, these capsule collections are giving designers the chance to come up with something much more commercial.

Hussein Chalayan Grey will launch this season with a presentation at New York fashion week, in a bid to move away from his roots in a more artsy Parisian environment. Whilst Pierre Balmain is the new line from the overtly edgy label, which puts a more understated spin on its usual rock and roll aesthetic.

And of course, retail wise these lower lines are really productive as they are enabling online sites such as ASOS to buy into the designer fun.

Image: MW by Matthew Williamson