Macy’s is betting on cultural credibility to drive its private label business, tapping Emmy Award-winning costume designer Molly Rogers for a new 44-piece collaboration with its On 34th brand, a signal of where the department store sees an opening in the mid-market fashion space.
The Entertainment-to-Retail Pipeline
The move follows a broader industry pattern of retailers recruiting entertainment insiders rather than traditional fashion designers to anchor exclusive collections. Rogers brings a resume built on costuming some of the most culturally resonant franchises of the past two decades: Sex and the City, The Devil Wears Prada, Ugly Betty, And Just Like That…, and the forthcoming The Devil Wears Prada 2, giving Macy’s a direct line to audiences already emotionally invested in those aesthetics.
“New York City inspires me every day with its bold energy, expressive style and unforgettable characters,” Rogers said. “Through this collection with On 34th, I wanted to capture…
the city’s cinematic spirit and bring my work in costume design to everyone who loves to tell their own story.” What the Collection Signals On 34th launched in August 2023 as Macy’s attempt to build a credible in-house women’s brand, a category where department stores have historically struggled against specialty retailers.
The Rogers collaboration stretches the line’s positioning further upmarket in perception, even while keeping prices deliberately accessible: $49.50 to $139.50 for apparel and $19.50 to $129.50 for accessories, with sizing from XXS to XXL.
The 44 pieces span apparel and accessories, each built to mix and match, with design details including unexpected prints, color blocking, layered scarves, and graphics that echo the character-driven wardrobe logic Rogers applies on set.
The Flagship Play Rather than a purely digital rollout, Macy’s is using the collaboration to animate its Herald Square flagship in New York City, hosting a curated selection of emerging designers hand-picked by Rogers, including Balkanica and Billy Fagen of @adhocateliernyc…
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