Fashion is a fickle business. One minute you’re the “it” label, the next you’re banished to the recycle bin. The venerable brand Jones New York, long a staple for working women, found itself in such a position – falling out of favor a couple of years ago after ownership changes and a shuttering of the company.
When Authentic Brands Group bought Jones in 2015, it was time for a makeover, and designer George Sharp was just the man for the job. Sharp had worked with such designer brands as Escada and St. John, and says the Jones New York customer wasn’t much different except that she didn’t have as much money to spend as did women for the luxury labels.
First steps included eliminating divisions and returning the brand to just Jones New York, with a new streamlined logo to match its fresh look. The company also realigned its retail approach and is now available in only a few department stores, including Dillard’s locations nationwide, and online at JNY.com.
In advance a fashion show previewing the line Sept. 24 at Dillard’s Park Meadows, we talked with Sharp, creative director and senior vice president, about what women can expect from the label’s reset.
Q: Jones New York was founded as a brand that appealed to working women in the 1970s and has had many loyal fans through the years. How do you appeal to them while bringing in new customers?
A: The old Jones had become formulaic. Women want to be on trend, but relevant. We had to update and modernize.
Q: Your background is in designer labels such as St. John and Escada. What have you brought from that the more mainstream Jones New York brand?
A: It’s the same woman, but she has a different budget. She appreciates quality and fit, she likes color.
Q: What are some of the key pieces that women can choose this fall to update their closets?
A: Denim in new washes, treatments and fabrics like Tencel. Wider legs in pants. The boot leg looks so fresh again. Bohemian continues – even until next fall. Military is still very important. A lace-up blouse. A duster in a woven or knit looks great with leggings. A turtleneck looks great under everything.
Q: What gives the bohemian trend such longevity? It just won’t quit.
A: I don’t really know. Perhaps because it’s feminine without being too girly and it’s a way to wear color and prints in a nice soft way.
Q: How women dress for work has changed dramatically in the past few years. While certain professions still call for suits, that isn’t the case for most women. What do working women want today?
A: When Jones started, it was sportswear for working women. Later, women wore serious power suits. Denim would have never been seen in the workplace. But now women are confident enough to dress how they want to and the old those rules are gone. It makes it easier. I don’t think there are many women who actually have a Monday through Friday wardrobe, then a weekend wardrobe. They don’t have the luxury of that, and it’s much cooler to mix things up. She can wear a great blazer with jeans, leggings or as a suit, living each moment in the style that works for her.
Q: What age group or type of women are you trying to appeal to? How would you define that woman?
A: It’s not an age. It’s more about attitude and confidence. In our building, women of all ages want pieces from the collection – from the 22-year-old assistants to the executives. I go back to that statement, “fashion changes, style remains.” She knows what the trends are and reads magazines. It’s our job to decide how to interpret those trends for her.
Q: Many women tell me they don’t like to shop, or don’t have the time. I know you are offering an online store, but are you also doing many events like the one at Park Meadows as a way to entice them to come in and see the line and try it on?
A: I’ve been doing a lot of traveling but don’t get to come to Colorado this time. Hopefully soon. It’s important to meet the customer and find out what her wardrobe needs are. We are trying to make the merchandise desirable so she’ll feel she has to have it.
Q: I also hear from women that they don’t like to shop in department stores because there’s too much sameness and they want a more boutique-type look. Are you trying to appeal to this shopper, and if so, how?
A: Women find acres and acres of merchandise difficult to navigate. We think shopping should be fun and have curated the line so it will be easy to shop. New pieces come in monthly. It’s a lot of great items that work together. You get can get things that match as well as great standalone pieces.
Q: Will there be pieces for evening and special occasions? Many working women want to get dressed in the morning and need to look appropriate for work as well as evening functions. What ideas do you have for them?
A: For the holidays, we will have special pieces. Velvet is really important this fall. We have a super soft blazer that can we worn over a little black dress. I know a lot of women need to go from desk to dinner. They leave the office and don’t have time to go home. A higher heel and a bigger piece of jewelry can make the transition.
If you go
Jones New York runway show: Fashion Group International Denver and Dillard’s will present a fall style event and show from noon to 2 p.m. Sept. 24 on the second level of the Park Meadows store, 8415 Park Meadows Center Drive. Linda Bowen Scott in chairing the afternoon, which will include a runway show featuring the newly relaunched Jones New York collection. Donations will support FGI Denver’s Scholarship Fund for students studying fashion at Colorado State University, Art Institute of Colorado and Rocky Mountain College of Art + Design. Dillard’s is donating 10 percent of sales at the event to FGI. Admission is free but reservations are required from Eventbrite.