Occasionwear group Adrianna Papell announces rebranding, launches new initiatives

Occasionwear group Adrianna Papell has revealed its latest company initiatives for 2023. The fashion house is set to re-brand its Aidan Mattox by Adrianna Papell and Aidan by Adrianna Papell lines, as well as launch a new contemporary label named Liv Foster.

The company sees these initiatives as a “new phase of growth”. The rebranding strategy will lead to increasing brand awareness and reaching new and existing customers by providing a wide range of styles, sizes, and price points. Both lines incorporate a fresh and modern aesthetic, ensuring that customers are provided with the latest fashion trends while maintaining the signature style and quality.

“The Adrianna Papell group of brands will offer even more choice for every discerning customer looking for high-quality, feminine, and eternally elegant occasion wear,” stated Sue Reid, managing director of UK and international sales.

Aidan Mattox by Adrianna Papell will continue offering “elevated, feminine silhouettes” spanning cocktail dresses and occasion gowns in feminine silhouettes in a price range between 259 pounds and 599 pounds.

Meanwhile, the re-branded Aidan by Adrianna Papell line will “focus on contemporary, trend-driven styles with clean lines, vibrant colours and bold prints”. Prices will range from 169 pounds to 299 pounds.

The company is also launching its new Liv Foster brand which it says is “trend-led” and “sophisticated” with a “distinctly modern appeal”. Prices range from 199 pounds to 499 pounds.

The collections will launch in Spring 2023 at selected US and UK retail partners.