Dive Brief:
- QVC launched an exclusive Nicole by Nicole Miller collection on-air and on its e-commerce platform on Friday, according to a press release.
- The collection is designed to reflect Miller’s career and “her passion for art, travel, and culture,” per the release. Pieces are inspired by various locations, including Paris, Los Angeles and London, and the landscapes of the American West. Prices range from $39 to $89. The collection will feature inclusive sizes ranging from XXS to 3X.
- The line was created in collaboration with QVC, the designer Nicole Miller and Gordon Brothers, a global asset company that became a majority shareholder in Miller’s brand in 2022, per the release. This will be the first time the Nicole Miller brand has worked with QVC since the Gordon Brothers deal.
Dive Insight:
When Gordon Brothers announced its majority investment deal with Nicole Miller, the focus was on “partnering with Nicole Miller’s licensees to build the brand’s e-commerce presence and develop strategic wholesale relationships” and expanding “the portfolio of licensees and franchisees internationall,”per a release at the time. Gordon Brothers has previously invested in other fashion brands including Laura Ashley, which it acquired in 2020.
The brand has since produced a relaunched line of home decor products, announced in March, followed by this QVC partnership, which builds on Gordon Brothers’ expanded licensing plans.
“With my nicole by Nicole Miller collection, I am able to extend fashion-forward pieces to a wider audience without compromising style or quality,” Nicole Miller said in an email to Fashion Dive. “This collection is thoughtfully designed with a woman's body in mind and is all about instilling confidence to make her truly feel her best.”
Miller previously launched a line of fine and costume jewelry for QVC “around 2001,” a spokesperson told Fashion Dive in an email. That line “consisted of rings, earrings, necklaces, pendants, and bracelets set in gold or silver with semiprecious stones,” said the spokesperson.
The new QVC fashion collection will offer day-to-night pieces including crepe chiffon printed blouses, satin dresses and denim jackets, per the release.
“Nicole Miller has been a trailblazer in the fashion industry for many years and continues to inspire women with her signature graphic prints and innovative silhouettes,” Rachel Ungaro, GMM and vice president of fashion merchandising for QVC, said in the release. “QVC's new campaign, Age of Possibility, is all about championing women 50-plus to live their best and fullest lives and bringing them fresh products and brands that celebrate this vibrant stage in their lives.”
Miller said in the release that designing the new collection “was extremely personal” for her.
“Each piece is inspired by my travels and the art and the culture that I have experienced,” Miller said. “This collaboration allows me to reach a wider audience, sharing the essence of my aesthetic with women who appreciate classic, quality pieces.”
