Actress Reese Witherspoon launched her own retail brand this week,
Draper James, inspired by her Southern lifestyle. The line features
clothing, bags, jewellery, home and gift items. Within hours of her
e-commerce going live several pieces sold out.
Named after the actress’s grandparents, Dorothea Draper and William
James Witherspoon, the brand is homage to her Southern upbringing, and
centres on the fact it is better to be overdressed than underdressed.
Commenting on the ethos behind Draper James, Witherspoon said: “I
created Draper James to honour my past and allow others to embrace the
beauty, style and excitement that embodies what is happening in the South
today.”
The Southern influence is seen through the fashion line, with
flattering, feminine dresses and separates in “bright and cheerful” prints,
which adds a playful touch to the brand. The collection also offers a
complete line of accessories including jewellery and handbags, as well as
home offerings such as stationery, blankets, pillows, and cocktail napkins.
All products have been manufactured and designed in-house, with 40
percent of the collection being made in the South, and are available
exclusively via the brand’s own website, DraperJames.com. The e-commerce
will then be followed by the brands first brick and mortar store opening
this autumn in Witherspoon’s hometown of Nashville.
Reese Witherspoon launches lifestyle brand Draper James
Witherspoon, who is a majority shareholder in the brand, has been very
hands-on with the construction of the brand, the actress has been sharing
behind-the-scenes pictures of the process via her popular social media
accounts, from picking fabrics to the logo, as well as showcasing all
things Southern, which is at the heart of the brand.
Draper James CEO Andrea Hyde, former C.Wonder president, added: “Draper
James was built on the backdrop of Reese’s Southern past which is both
timely and relevant. Not only is the South having a cultural surge, but it
has a rich ecosystem that we tapped into on every level.”
The brand is already being compared with Gwyneth Paltrow’s Goop and
Blake Lively’s Preserve, the main difference already being noted is the
lower price points, the “unapologetically pretty” line of fashion and
lifestyle items range from 14 to 400 dollars, making it accessible to all.
Comparisons on the line are also being made with preppy-chic brands
such as Kate Spade and Tory Burch, which isn’t really surprising as Draper
James’ design director is Frederic Tremblay, who held design positions at
both Tory Burch and C.Wonder.
In addition to selling fashion and lifestyle items, Draper James will
also feature editorial content interviewing influencers in the South, from
chefs to writers and musicians, as well as travel guides, and even
exclusive content with the actress herself.
Images: Draper James
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