Alice + Olivia launch first casual collection

Alice + Olivia designer Stacey Bendet, in the face of people going more casual with work from home and Zoom parties, is embracing casualness in fashion. The designer has launched a casual collection featuring sweatpants, every day cozy pieces, and a casual take on tailoring. The casual collection kicks off with a campaign of A-list stars with a philanthropic social media campaign #CASUALFORACAUSE #COZYTOGETHER.

The new casual collection is a twist on the classics collection the brand launched last year. This is a major pivot for the brand, who was best known for elevated, glamorous looks that could be fit for a red carpet or a day at the office. The newly released collection includes an expansive offering of pants, a nod to the brand’s signature product that propelled Bendet into the fashion world nearly 20 years ago.

Some of the highlights of the casual collection include fresh printed sweatshirts styled with sweeping skirts, hoodies that feel pretty under chic tailored coats, a voile blouse that works for an “at home” fashion look with track pants. A new camouflage print looks fresh with a tailored patchwork jogger, and a sparkling sequin mesh top has a sense of ease with cargo pocket sweatpants.

The sweatpants, which Bendet refers to as joggers, are a signature part of the collection. The joggers come in six different styles, each of which will benefit a different charity throughout the rest of this year. The six styles include the Tokyo Jogger, New York City Jogger, Malibu Jogger, Miami Side Slit Jogger, Aspen Jogger, and the Vegan Maddox Legging. All price points are under 400 dollars.

While Bendet is usually known for extravagant events to mark new collections, in the wake of COVID-19 she tapped a series of her A-list celebrity friends to be part of the campaign and select non-profit causes that would be important to them. The frontwoman of the initiative is Tik-Tok star Addison Rae, photographed alongside her mother at their Los Angeles home benefitting The Jed Foundation. Other women participating in the campaign at launch include Kourtney Kardashian, Nicky Hilton, Selma Blair, Monet Mazur, Jessica Seinfeld, Paris Jackson, Jenny Mollen, Charlotte Groneveld, Ava Michelle, India Bradley, and Nancy Davis. Many women are posing alongside their daughters, sisters, and closest friends in keeping with the theme of the #CozyTogether campaign.

 “We are living at home now,” said Bendet in a statement. “I felt like our customer needed a bit of joy, and comfort, in her wardrobe this holiday season. The casuals collection delivers all of our signature prints, and coveted pant cuts, in more cozy fabrics meant to be worn at home this season.”

“It always feels good when you can shop with a cause,” said Rae in a statement. “The new casual collection by Alice + Olivia makes it so simple. The pieces are perfect for the holiday season to stay cozy and makes it even easier to stay home and safe through a pandemic while also supporting communities in need.”

photo: courtesy of Alice + Olivia