It’s safe to say that Oscar de la Renta, undeniably a fashion institution, has successfully rebranded itself for the digital age.
The relaunch of Oscardelarenta.com last month—which was given a more youthful look through the styling efforts of @OscarPRGirl—as well as other nifty digital initiatives, are attracting a younger crowd. Now, it’s requisite to see junior fashion editors spotted wearing pieces from previous ODLR collections—that’s something quite new.
Of course, Mr. de la Renta is not one to forget his core customers. For his cheery Spring 2013 collection, there were plenty of options for those sophisticated women, including leather pencil skirts, safari suiting and ruffled jackets. Yet the show closed out with a parade of not-so-safe options. There were magenta hot pants, oversized feathered peplums and massive floral adornments. Several pieces also referenced Mr. de la Renta’s history at Balenciaga with plenty of volume. As always, it was a show women of all walks could enjoy…provided they can foot the bill.
Photo Credit: Fairchild Archive
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