In A New STATEof_ Mind
After more than twenty years helming brands such as Yigal Azrouël (where she was CEO) and Adam Lippes (where she’s currently the copresident), Donata Minelli Yirmiyahu is launching her own line. Dubbed STATEof_, the range consists of casual yet refined separates ideal for those moments when, as Minelli Yirmiyahu explained at a preview, “you don’t want to wear jeans and a T-shirt but also don’t want to be walking around in Lululemon.” The debut Resort ’14 lineup focuses on everyday staples with a luxurious twist, like an updated sweat suit done in ultra-lightweight ombré fleece and a cropped felt hoodie jacket with dolman sleeves. Other standout items here include a sculpted, bonded jersey parka, as well as easy crepe cargo pants and long-sleeve tees cut from silk charmeuse. Minelli Yirmiyahu approached the new venture “from more of a merchandising and sales perspective rather than a pure designer standpoint, so the hand feel of fabric is super important,” she said. Minelli Yirmiyahu kept the price point reasonable (pieces max out around $500), and that has contributed to key retailers’ early interest in STATEof_. Oh yeah, what’s with the name? “It’s a fill-in-the-blanks kind of title. I wanted to create a Mad Libs type of open dialogue, so the clothes stand for however you’re feeling at the moment.”
For more information, visit stateofinc.com.