A cut-price taste of the Amalfi Coast: First look at Alberta Ferretti for Macy"s


A cut-price taste of the Amalfi Coast: First look at Alberta Ferretti for Macy's

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UPDATED:

00:46 GMT, 22 March 2012

Alberta Ferretti is the latest designer to create a diffusion line for Macys' Impulse guest collections.

The Italian looked to her home country's stunning Amalfi Coast for inspiration in the breezy, summery line, which will be on sale for ten weeks from April 17 with prices ranging from $49 to $119.

Ms Ferretti said that she deliberately evoked the romance of the European summer for her first collaboration with the department store.

La Dolce Vita: Alberta Ferretti looked to the Italian Amalfi coast for her first diffusion collection for Macy's Impulse. The line will go on sale April 17 in selected stores. Blue dress, $109

La dolce vita: Alberta Ferretti looked to the Italian Amalfi Coast for her first diffusion collection for Macy's Impulse. The line will go on sale April 17 in selected stores. Pictured dress, $109

Summer romance: Specifically targeted at women in their mid to late twenties, the offering includes feminine dresses that could be worn to the beach or city. Pink dress, $69

Summer romance: Specifically targeted at women in their mid to late twenties, the offering includes feminine dresses that could be worn on holiday or in the city. Pictured dress, $69

'The collection I created is fresh
and bright, featuring light summer clothing that evokes the spirit of my
beautiful country and is at the same time true to my style,' she told
WWD.

Specifically targeted at women in
their mid to late twenties, the offering includes feminine dresses that
could be worn to the beach as well as they city, and come long or knee-length in strong
tones of blue, pink and orange.

Sweet blouses and frocks with floral designs and relaxed ruching, as well as a few slip-on-and-go party frocks might solve a few holiday packing dilemmas too.

Ms Ferretti is the sixth designer to join forces with Macy's on its Impulse range, which invites big-name labels to create
limited-edition lines that are sold exclusively in selected stores.

Tangerine dream: Alberta Ferretti is the sixth alliance in the Macy's Impulse initiative, which invites guest designers to create lines that are sold exclusively in the store. Pictured gown, $99

Tangerine dream: Alberta Ferretti is the sixth alliance in the Macy's Impulse initiative, which invites guest designers to create lines that are sold exclusively in the store. Pictured gown, $99

Bright beauty: Ms Ferretti said that she wanted to create a line that was 'fresh and bright', featuring garments that evoked 'the spirit' of her 'beautiful country' and stay true to her own style at the same time. Dress, $99

Bright beauty: Ms Ferretti said that she wanted to create a line that was 'fresh and bright', featuring garments that evoked 'the spirit' of her 'beautiful country' and stay true to her own style at the same time. Dress, $99

A spokesman for the department store said that Ms Ferretti has a wide appeal that will reach many customers.

'She's very top of mind today,' Martine Reardon, Macy's executive vice president of marketing, told WWD.

'She just had two very successful
shows. She appeals to an international consumer as well as an American
consumer, and her fabrications are very soft, very feminine,
chiffonlike, drapy, comfortable and really pretty, yet they look very
elegant,' she added.

Floral patterns: Sweet blouses and frocks with floral designs and relaxed ruching might solve a few holiday packing dilemmas. Dress (left) and top (right) both $79

Floral patterns: Sweet blouses and frocks with floral designs and relaxed ruching might solve a few holiday packing dilemmas. Dress (left) and top (right) both $79

Floral designs: Sweet blouses and frocks with floral designs and relaxed ruching might solve a few holiday packing dilemmas. Dress (left) and top (right) both $79

Party dresses: The Macy's Impulse line is soft, feminine, pretty, elegant and comfortable says the store's marketing director Martine Reardon

Party dresses: The Macy's Impulse line is soft, feminine, pretty, elegant and comfortable says the store's marketing director Martine Reardon

Patterns and pleats: The line is 'soft, feminine, pretty, elegant and comfortable' says marketing director Martine Reardon. Pictured dresses, $69 (left), $99 (right)

However, not every store will stock
the line. Only 185 locations will carry the collection compared to the
220 for previous designer partnerships.

Kinder Aggugini, Matthew Williams,
Giambattista Valli and Karl Lagerfeld have previously taken part with Doo. Ri currently on sale.

The store plans on future projects this year and next at a rate of about five a year.