NEW YORK, Mar 27, 2003/ FW/ --- As the demand for fashion moves away from distinct needs for purpose-specific attire and favors the merging of day and evening wear, New York based fashion house Andrew Urbain has been making strides across the North American market with a uniquely designed line.

The collection is positioned in a segment of the fashion industry dubbed Silver Range, which is priced just above Bridge and well below Gold Range price points, while combining modern design aspects usually associated with higher-priced designer wear.

The collection includes skirts with flirty pleats, flounces and godet details, as well as draped skirts and A-line skirts with oblique dimensions.

These will be paired with fresh, soft tops for lifestyles of active days and event-filled evenings.

Jackets, which are the stars of the collection, include subtle embellishments on silhouettes with pick stitch detail and modern facets achieved by pleating, ruching and unusual leather or fur accents.

The collection of intricately weaved novelty knits are an outstanding supplement to the line.

All fabrics and yarns are exclusively ordered from the highest quality mills in Europe, while production is localized in New York City.

These luxurious, high-end fabrics are fashioned in modern ways with sunburst pleats and suede-yoked trousers.

Creative Director Andrew Urbain commented on his inspiration for the fall line; "I wanted to embellish garments in an understated, elegant way."

Weekender concepts have been added in Sportive styles.

Fashion veteran and Andrew Urbain Merchandising Consultant Gloria Gelfand has repeatedly stressed the need for retail sales personnel to sell this quality product at this price point.

According to Gelfand, "Socio-economic research shows that sales people across the country, now more than ever, depend on commission for their income. It is extremely important to recognize that they are motivated toward pieces that promote a lucrative sale."

Additionally, due to current economic trends, trunk shows featuring such a product are becoming critical for stores and their staff to increase sales.

Testifying to this trend, Andrew Urbain increased sales for the Spring 2003 season by 22% on trunk shows alone.

Top resident buyers, including Gregor Simmons, Carol Hoffman and Jill Doneger, have given their seal of approval to this fast growing design house and specialty store retailers have made favorable comments.

Sarah Kleinmetz, of Sarah and Grete in Tampa, Florida, offers enthusiastically, "I haven't been this excited about a line in ten years."

The fresh, feminine, sophisticated style of Andrew Urbain will be available for viewing at the Dallas Mart with Lori Veith (214-630-0541) from March 27 through March 31, and at the Atlanta Mart with Michelle Harrison & Associates (404-525-1199) from April 3 through April 8, and at the New York showroom through May 7th.

Andrew Urbain