Macy鈥檚 Unveils First-Ever On 34th Collaboration
The On 34th | Alix Friedberg collection features elements of vintage color and a touch of modern flair, offering a fresh take on summer style
The On 34th | Alix Friedberg collection is now available at select Macy鈥檚 retail stores, online at Macys.com, and through the Macy鈥檚 app
鈥淭his collection marks the first collaboration for Macy鈥檚 private brand, On 34th, and with Alix鈥檚 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,鈥� says Emily Erusha-Hilleque, SVP of Private Brand, Design, and Trend at Macy鈥檚. "We鈥檙e excited for our customers to see this collection come to life across our platforms in a way that only Macy鈥檚 can deliver. Macy鈥檚 is known for fashion and great experiences, and collaborations like this are yet another way for us to be in the cultural conversation.鈥�
Alix Friedberg, known for her work in costume design, infused her expertise into the collection, drawing inspiration from Palm Royale and
"With this Macy鈥檚 collection, I wanted to offer styles that feel both elevated and playful, with pieces that encourage people to escape the ordinary and truly savor the easy, breezy spirit of summer," said Friedberg. "The vibrant palette and vintage inspiration from my work on Palm Royale are woven into every piece, and I hope wearers will feel the joy and creativity behind each design."
For this collection鈥檚 campaign, acclaimed photographer Ben Watts captured the spirit of the collection with his signature blend of authenticity and vibrance. The campaign stars model Georgia Fowler, whose effortless elegance and timeless appeal mirror the collection鈥檚 vintage-inspired aesthetic. As a centerpiece of the launch, Macy鈥檚 has transformed the iconic Herald Square windows with immersive displays featuring key looks from the collection, inspired by Palm Royale鈥檚 playful sophistication, to invite passersby into a world of sunny color and bold style.
First launched in August 2023, was the first new brand unveiled as part of Macy鈥檚 reimagined customer-centric private brands portfolio. The brand was created with inspirational and modern design, informed by the voice of the customer, and built for real life. The launch of On 34th marked an important milestone in Macy鈥檚 journey to elevate and reimagine the company鈥檚 private brand portfolio, all while developing unique and relevant product design that illustrates multiple points of inspiration and customer data.
The On 34th | Alix Friedberg collection includes 19 apparel styles, comprised of dresses, tops, skirts, and match sets, along with additional styles of scarves, jewelry pieces, and handbags. Each piece offers mix-and-match versatility, designed for layering and pairing, and is available in a range of sizes from XXS to XXL. Apparel prices range from
Don鈥檛 miss Palm Royale, now streaming on Apple TV+.
About Macy鈥檚
Macy鈥檚, the largest retail brand of Macy鈥檚, Inc. (NYSE: M), serves as the style source for generations of customers. With one of the nation鈥檚 largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy鈥檚 delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy鈥檚 gives customers even more ways to shop through an off-price assortment at Macy鈥檚 Backstage and at our highly curated Macy鈥檚 small format stores. Each year, Macy鈥檚 provides millions with unforgettable experiences through Macy鈥檚 4th of July Fireworks庐 and Macy鈥檚 Thanksgiving Day Parade庐 and helps our customers celebrate special moments, big and small. We鈥檙e guided by our social commitment鈥攖o create a brighter future for all that empowers voice, choice and ownership for our colleagues, customers, communities and leaders of tomorrow.
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Source: Macy鈥檚
