jim cooper/associated press
Apparel and accessories maker Liz Claiborne Inc. has hired Isaac Mizrahi as its creative director for its namesake brand in a bid to rejuvenate its foundering and aging label.
By signing on with Liz Claiborne, the award-winning designer is also ending his contract with Target Corp. He had created the powerful Isaac Mizrahi for Target collection, which was a magnet for customer traffic and helped solidify the retailer’s niche in cheap chic.
“This is a big win for Liz Claiborne and a big loss to Target,” said analyst Jennifer Black. “Of all the people they could have chosen, they couldn’t have chosen someone better.”
Mizrahi’s first women’s collection for Claiborne, to arrive in stores for spring 2009, will appeal to the same customer but will be updated with bold colours and have a better fit, attributes for which the label had once been known, Claiborne officials said.
Mizrahi’s marketing prowess has made him a household name. He hosts his own TV show in the US, and in February he’ll launch his new web-based series, WATCHISAAC, at www.watchisaac.com. He also designs a line for Fairweather.
Liz Claiborne announced in July that it was undergoing a major fashion makeover, pegging its future to fewer but more powerful brands with names like Juicy Couture and Lucky Brand Jeans.