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Rotating apparel series for Macy`s

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Macy`s announced a new fashion initiative that will engage acclaimed fashion designers to create a series of rotating collections for the retailer`s contemporary fashion `Impulse` department. Launching in February 2011 and continuing through the year, a new designer capsule will rotate onto the floor approximately every two months and will offer limited-edition women`s apparel in 235 Macy`s stores and on .com.

Kinder Aggugini, a London-based designer who has worked with fashion icons and design houses including , Vivienne Westwood, , , Costume National and , will be the designer to inaugurate Macy`s international capsule collection series in February 2011, with a line that captures his covetable rocker-chic aesthetic.

"It is an incredible privilege to have the opportunity to bring established and renowned fashion designers from across the globe to Macy`s fashion-seeking customer," said Jeff Gennette, Macy`s chief merchandising officer. "The launch of this designer programme affirms that Macy`s is a unique destination for fashion, bringing sophisticated design and aspirational fashion to a customer that desires and demands constant newness in her wardrobe. We are confident that Kinder`s unique styling and intriguing background will appeal to Macy`s `Impulse` customer and satisfy her desire for high-end fashion at an affordable price."

Distinctly Aggugini, the line will feature modern, feminine and figure flattering silhouettes in two contemporary colour stories: grey and blue with purple prints and soft pink and black. The line will feature jackets, knitwear, dresses and shorts. Key items will include tailored leather and bouclé jackets, soft cardigans, ultra feminine silk shorts and Kimono-style dresses with Kinder`s signature touches. A reflection of the designer`s personality, this collection fuses his Savile Row skills with refined elements of his signature looks and rock n` roll attitude. Other designers in the series will be announced individually in advance of each capsule.

"My first encounter with Kinder was in London at his runway show for Spring 2010," said Nicole Fischelis, group Vice President and Fashion Director of Macy`s. "I did not know anything about his amazing background, but I was blown away by the mastering of his craft, his interesting fabric mixing, unique prints and color sensibility. A story was unfolding with an edge of whimsy that was almost surreal."

"When I was approached by Macy`s, I thought they were going to ask me to be in the Thanksgiving Day Parade," said Kinder Aggugini. "Imagine my surprise when I heard they wanted me to design a line for their stores all over the U.S. So I thought; a designer known for handcrafted luxury aimed to the fashion elite, to create a contemporary line for the kids of America? Oh yeah, sounds great! Let`s do it! And we can make it different. Let`s design it as if it was a runway collection, make this line about silhouettes, colours, draping and structure. The idea is to give it a chic look, that feels sexy and edgy and best of all, you can afford it."