Fashionista has the first pictures of Sarah Jessica Parker’s line (Bitten! how goth!) for Steve and Barry’s, which brings back collegiate memories of frat rats buying their three-for-$10 university sweatshop t-shirts. I’d like to say that I’d hoped that Bitten would be a great cheap-chic line, but really, I didn’t. A store known for selling athletic apparel isn’t exactly the best fit for fashion.
The line will be a good seller, I’m sure, because you’ll get university students and suburban types who will coo over Parker’s association with the brand. But it’s a blow to Parker’s branding. Sure, it’s great that she’s trying to make fashion inexpensive and accessible—you could argue that it means more when she does it than when, say, Proenza Schouler do it, because Parker is known for being stylish (as opposed to being a fashion house that’s written about in run-on sentences like this one here). But there’s no cachet to Steve and Barry’s, no cachet to the drab, seen-it-before shirts and CAMO PANTS in the line. It just looks like Old Navy’s clearance rack.
Old Navy would have been a better fit for Parker, actually. She fits their demographic well; she appeals to moms who want good value, and teenagers who want to look trendy on the cheap. It would have been a much better fit, and with many Old Navy locations blighting New York City, the photo ops would have been so much better. Imagine Bitten launching in Soho. Yeah, anyone who knows New York and its scene would roll her eyes, but if you weren’t keyed into that scene, you’d be all, “Wow, launching in Soho! High fashion!”