Elle sells out?

Simply Vera - L Avant Gaudy - R

Left - Simply Vera | Right - Avant Gaudy

I love Vera Wang’s line at Kohl’s, Simply Vera. The styles are rather basic, but the pieces (priced somewhat higher than the polos, mom jeans, etc. sold at Kohl’s) definitely look and feel like high-quality items. When I heard that Elle recently surpassed Vogue in advertising revenue for the first time in twenty-four years, I thought that their relatively new line at Kohl’s would be amazing.

The full name for the collection is Elle Contemporary Collection. If  we have to be reminded ever-so-subtly that what we’re buying is the latest (and if we’re shopping at Kohl’s to begin with), then how can Elle still present an image as a unified brand?

Their newsletter has grown by 800% over the past year. Retail seems like a natural next step. But the results seem…just ok to me. The colors seem off, and the clothes seem just detailed enough to pass them off as a premium product.

Are you thrilled that Elle has its own line at Kohl’s? Enraged? Indifferent?


Elle Contemporary Collection at Kohl's

Update: Apparently I’m not the only one who’s underwhelmed.

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