NEW YORK, NY – February 9, 2016 – Macy’s has partnered with AwesomenessTV to debut IN AWE OF YOU, a lifestyle brand aimed at the Gen Z ingénue. The line features coquettish dresses, trendy clutches and other whimsical accessories such as nail decals, mobile chargers and temporary tattoos.
Hitting stores in February, the IN AWE OF YOU range will ensure the junior girl looks and feels her best for all of the important social occasions in her life this spring. IN AWE OF YOU will be showcased in “Closet Wars,” a new series starring YouTube sensations Vanessa and Veronica Merrell on the AwesomenessTV YouTube channel, debuting today.
“Our junior customer is smart, dynamic, and hyper conscious of fashion and the latest trends,” said Stephanie Muehlhausen, Vice President/Fashion Director of ready-to-wear/millennial. “AwesomenessTV is one of the leading sources of culture and entertainment for that customer, and our collaboration has resulted in an amazing collection that fits her lifestyle perfectly. IN AWE OF YOU, from the cool cuts of the dresses to the playful glamour of the accessories, speaks directly to the Gen Z girl, and she’s going to love it.”
“IN AWE OF YOU is another great way to bring the AwesomenessTV brand into the physical world for our Gen Z audience. Macy’s is a phenomenal partner that embraced the spirit and attitude of our audience with this collection,” said Jim Fielding, Global Head of Consumer Products AwesomenessTV.
From Valentine’s Day to Prom to Graduation and everything in between, IN AWE OF YOU offers young women the styles they want at incredible value, with an assortment of dresses and separates ranging from $39 to $79.
Channeling the hottest trends of the season, the collection boasts a pastel color palette with pops of jewel tones, and chic A-line and sleek column silhouettes featuring cold shoulders, cut-outs, ruffles, and swingy skirts. Polishing off these glamorous Valentine’s Day and weekend looks are charming accessories, clear lucite box clutches with interchangeable pouches, and to-die-for shoes.
The IN AWE OF YOU collection also carries styles inspired by the runway perfect for prom and graduation. A range of short, midi, and floor-length dresses, as well as of-the-moment two-piece sets, are rendered in gorgeous pastels and oversized floral prints, featuring sheer details and crystal embellishments. A handy-dandy prom kit includes all the essentials—silver bobbi pins, a gold nail file, and glittery portable charger, amongst other fun knickknacks—to keep our girl party ready, and a structured miniature top-handle bag with detachable bow charm adds youthful sophistication to her graduation look.
In “Closet Wars,” the stylish twins will be pitted against one another in a fashion faceoff and will be tasked with shopping for their perfect closets. They’ll then be challenged to create the best looks for the special occasions they’re presented with, featuring the exclusive IN AWE OF YOU collection.
IN AWE OF YOU launches in select Macy’s stores and on macys.com in February, and the first episode of “Closet Wars” is available today.