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Jil Sander Group launches "strategic brand extension" with diffusion line

13 Apr
A diffusion line aimed at complementing runway looks and set to hit retailers from January next year has been launched by fashion house Jil Sander.

In what could be seen as a response to the economic downturn and an increased demand for more affordable yet high-quality goods, the Navy line represents a "strategic brand extension" and intends to offer "sophisticated, casual and dynamic" ready-to-wear garments such as lightweight jerseys, dresses, t-shirts and a selection of accessories, the company said.

Price points will be up to 40 per cent lower than those of main Jil Sander collection and creative director Raf Simons explained his plan is to continue opening up the label by "pushing its boundaries".

"Adding and developing the aspect of casual luxe to the brand's DNA of highest quality and forward innovation will enhance the reach of the brand," he added.

Jil Sander's flagship store is located in New York City and its launch preceded the start of a strategic licensing alliance with various accessory designers in 2008.
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