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September 2 2014

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Ivanka Trumps The Runway

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With a fine jewelry collection, a shoe line, and a handful of endorsements under her belt (last night’s was a skinny metallic one), Ivanka Trump has proven herself a capable businesswoman. But judging by the bustling crowd that packed the fifth floor of Lord & Taylor last night (dad Donald and mom Ivana included), she also knows what it takes to fill a room. The occasion: the new mom’s first-ever ready-to-wear collection and runway show, hosted by Lord & Taylor president Bonnie Brooks. Trump, dressed in a bright orange top and white riding pants from her collection, told the front row that her goal was “to create a high-quality product at an affordable price, for the chic, modern, working woman.” What followed was a set of 37 predominantly neutral looks—with the occasional pop of cobalt, pink, and red—to be worn from day to night. There were work-appropriate suits and cocktail dresses, weekend-ready embroidered tunics, and tailored shorts paired with fedoras and straw wedges also of Trump’s design. Also shown were a variety of trenchcoats, some with eyelet detailing, bright coral wrap dresses, and paisley separates that are likely to appeal to an older customer. Ready-to-wear can be daunting, but Brooks proudly revealed that her new designer should have no reason to fear. She said that the line, which hovers in the $50 to $225 price range and is already on the sales floor (the collection launched exclusively at Lord & Taylor and is currently available at other retailers, including Nordstrom, Macy’s, and Ivanka’s own online boutique), has been selling briskly. Brooks also reported that Ivanka is “the number one designer search on Lordandtaylor.com.” Those are the kind of credentials—plus, of course, regular TV appearances on Dad’s program for a little message-spreading—that demand future ventures. After the show, Trump hinted at upcoming forays into fragrance, eyewear, and perhaps a children’s clothing line.

 

 

Photo: Slaven Vlasic / Getty Images

 

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