Boy Meets Girl and Macy's partner up

Boy Meets Girl, the young contemporary brand that has been worn by celebrities such as Rosario Dawson and Rachel Bilson, has partnered with Macy's for a 10-piece athleisure capsule collection. The collection includes bomber jackets, women's hoodies, sweatpants and T-shirts. It will be available in-store and online beginning this week.

“I love what Macy’s has been doing lately as a company, and the value they place on important social issues which align with the Boy Meets Girl philosophy,” said Stacy Igel, founder and creative director, to WWD.

Boy Meets Girl 10-piece capsule collection arrives at Macy's

28 Macy's store and will carry the line. Cassandra Jones, senior vice president of Macy’s fashion, said, “Boy Meets Girl, from its beginnings, has been a brand that stands out because of its creative approach to fashion. Not only are the clothes fun and on-trend, truly nailing the urban, street wear vibe the athleisure movement has embraced, but the positive message of self-confidence behind the brand’s identity is something we stand behind and are proud to bring to our customers.”

Boy Meets Girl has already been seen at other department stores, including Nordstrom, Bergdorf Goodman and fellow Macy's sister store Bloomingdales.

As department stores make a bid for millennials, Boy Meets Girl is an excellent brand to help Macy's do so. The label is known for launching Boy Meets Girl University, an initiative to reach high school and college students and educate them about the fashion industry through fashion shows, classes, and lectures. In 2012, they released a clothing collection exclusive to The University of Wisconsin-Madison, Clemson University, and the University of Virginia. More schools are planned as the brand continues to target collegiate students.

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