Fashion is a constantly changing and ever-revolutionizing industry. So both the more-than-150-year-old Macy's and one-and-a-half-year-old Amy Kirchen label will continue the trend with new twists and turns for their customers.

Kicking off in February, Macy's newest fashion initiative will feature a series of rotating collections. You can expect a new collection about every two months, with the first collection coming from designer Kinder Aggugini.

Aggugini comes to Macy's after designing for such big fashion names as houses Vivienne Westwood, Calvin Klein and Versace. His Macy's collection will tell two color stories: gray and blue with purple prints and soft pink and black.

"It is an incredible privilege to have the opportunity to bring established and renowned fashion designers from across the globe to Macy's fashion-seeking customer," Macy's Chief Merchandising Officer Jeff Gennette says. "The launch of this designer program affirms that Macy's is a unique destination for fashion, bringing sophisticated design and aspirational fashion to a customer that desires and demands constant newness in her wardrobe. We are confident that Kinder's unique styling and intriguing background will appeal to Macy's 'Impulse' customer and satisfy her desire for high-end fashion at an affordable price."

  2011 will bring another affordable high-end fashion option through Amy Kirchen. In just a year and a half, designer Amy Kirchen has gone from her first designer's stitch to designing for local celebrities. And in 2011, Kirchen expands her reach from gowns and cocktail dresses to ready-to-wear apparel.

Launching with a spring/summer collection, the Amy Kirchen apparel line will focus on multiuse items that can go from casual to office to out-on-the-town depending on what you pair with them. "You really get the bang for your buck is my thought for my next line," Kirchen says.

While the exact timing is still up in the air, Kirchen plans to open a brick and mortar Amy Kirchen store sometime in 2011. Kirchen wants to keep the specifics a surprise, but she says that customers can expect a "classic yet stylish feel to it."

The store will feature Kirchen's ready-to-wear apparel as well as straight-off-the-runway pieces from her fashion shows. "I'll also feature some of those other local designers that I think can't get any spotlight right now because they're not able to get into a store," Kirchen says.

To keep up to date on the Amy Kirchen line, check out ALKfashion.com.

PHOTO CREDITS

Top Photo

Photos courtesy of Macy's

Bottom Photo

Photos courtesy of Amy Kirchen

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