The COO and fashion director is helping to grow the mix for both the company’s original water-resistant line, Aquatalia, and the second season of its fashion-focused brand, Marvin K. For fall ’13, the firm will add its first full handbag collection under the label Rena for Marvin K.
Although handbags will be the first Aquatalia category to bear Rena Krasnow’s name, she has long been involved with design, product development and styling for the company her father founded in 1989.
“I feel fortunate to work with my family,” Krasnow said, noting that the business has always been a family affair, including her own young children, who name each shoe and handbag style. “We all embrace [that].”
The fashion director recently spoke with Footwear News about turning runway looks into shoe styles, how women shop and her outlook on the market for fall.
1. Why did you want to add handbags to the mix?
RK: Matching shoes and handbags is the epitome of this ladylike era, and the perfect way to complete an outfit. In light of this, we saw an opportunity to offer more options such as handbags. Also, it has always been a goal of mine to create a handbag line that is reflective of my personal style to complement the footwear collections.
2. What footwear trends do you see on the horizon for fall ’13?
RK: The luxurious lady is back, but in a practical way. It’s a perfect complement to the retro fashion coming down the runway. The biggest trends I’m seeing for fall are classic pointy-toe pumps, men’s-inspired shoes and boots in all heights, including very low-cut booties. Texture is also important, from brocade to high-polished calf and brushed metallics. Hardware buckles and trim are also done in a way that’s more feminine.
3. What’s your view on the women’s market for this season and beyond?
RK: I am very optimistic about the women’s market. Despite the economic challenges, we have been able to sell extremely well at full price when others are not.