Badgley Mischka Goes Live on HSN

Luxury label Badgley Mischka is targeting a new consumer with the American Glamour Collection, which it plans to launch exclusively on HSN next month.

Designers Mark Badgley and James Mischka will unveil the line during a two-hour live show on Nov. 17 at 9 p.m.

“Badgley Mischka is a leading fashion brand and we are thrilled to have Mark Badgley and James Mischka be a part of the HSN family,” HSN CEO Mindy Grossman said in a statement.

Executives at Iconix Brand Group, which owns the designer label, were also upbeat on the new deal.

“People in parts of the country that didn’t know about Badgley Mischka because they don’t have access to some of the high-end retailers are now going to see this as a destination,” said Lanie List, EVP of Badgley Mischka at Iconix. “When it’s time for them to get their daughter’s first wedding gown or go to an event, they will know [the company] as a favorable brand.”

List said that in addition to showing the new collection, the television exposure could be positive for the company’s flagship line, including its footwear business, which is “on fire right now,” she said.

The American Glamour Collection of footwear, apparel and jewelry will be priced from $39 to $499. Titan Industries, which makes part of Badgley Mischka’s footwear line, will be producing the new shoe offering.

“We have a very strong brand and it continues to grow,” List said. “It’s an opportunity for us to reach different consumers who have different income levels and still understand the value of an amazing couture shoe, as well as a shoe that might be more day wear.”

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