Macy_s collaborates with costume designer Alix Friedberg

US retailer Macy_s has unveiled its first-ever brand collaboration for its private label On 34th with costume designer Alix Friedberg_ known for her work on the Emmy award-nominated Apple Original series_ _Palm Royale_.

The On 34th | Alix Friedberg capsule channels the playful sophistication and easy elegance that define the Palm Royale_s aesthetic_ which is set in the late 1960s and centres on Palm Beach_s high society.

The 19-piece summer collection evokes a mid-20th-century glamour and carefree mood with retro patterns and sun-kissed colours across an array of women's apparel and accessories_ including dresses_ tops_ skirts_ and match sets_ along with additional styles of scarves_ jewellery pieces_ and handbags.

All the pieces have been designed to offer mix-and-match versatility for layering and pairing. Apparel prices range from 49.50 to 159.50 US dollars_ while accessories are priced between 24.50 and 99.50 US dollars. Sizes range from XXS to XXL.

Emily Erusha-Hilleque_ senior vice president of private brand_ design_ and trend at Macy_s_ said in a statement: “This collection marks the first collaboration for Macy_s private brand_ On 34th_ and with Alix_s award-winning talent and leadership in costume design_ it was a natural fit. Alix tells stories through her work_ and each individual piece was built with great attention to the On 34th customer.

"We_re excited for our customers to see this collection come to life across our platforms in a way that only Macy_s can deliver. Macy_s is known for fashion and great experiences_ and collaborations like this are yet another way for us to be in the cultural conversation.”

Macy_s first launched On 34th in August 2023 as part of the retailer_s reimagined customer-centric private brands portfolio to offer inspirational and modern design_ informed by the voice of the customer and “built for real life”.