During a preview of her latest collection, Sally LaPointe said yearlong learnings about her namesake luxe label’s loyal customer via her e-commerce has shifted the way she’s treating pre-collections.
“Honestly, I find that the simpler, the better. I think that my secret power is being able to dress a wide range of ages and sizes,” she said, noting that her spring muse and model, Oprah Winfrey, also helped a wider range of customers envision themselves in the brand.
For pre-fall, the strategy meant doubling down on core items in new fabrications with more of the earthy, neutral-tinged colors LaPointe noted have been performing well for the brand. For instance, she updated T-shirts and long-sleeve bodysuits; a selection of easy cashmere knits, and offered new colorways of her well-known, feather-adorned satin gowns. She also reworked well-loved styles from her growing denim and leather categories, including slouchy pants and a lightweight trench.
At LaPointe, sex appeal and shine are always present which meant lots of sensual metallic dresses in easy jersey and robe-like toppers covered in signature sequins or ostrich feathers alongside statement mesh bodysuits and dresses with shimmering bead and sequin embroideries.
“I did Meghan Trainor’s tour look [in bright blue] with a partial embroidery and people were asking for it, so I did the same idea in a cream color,” she said of the latter.
Rounding out the lineup, LaPointe debuted her first floral after nearly 15 years in business — a dark painterly print that adorned a slinky deep cowl-neck jersey gown. “It kind of reminds me of what I would have worn in college,” she said. It looked diva ready.
