Today, Bill Blass is hosting press appointments to unveil its new look under creative director Chris Benz. The overall spirit is bright and youthful, full of loose-fit trousers and jackets, sequined tanks and dresses, and silk blouses that cater to both brand neophytes and its more seasoned clientele. “What was once a juggernaut of American sportswear over the years really became somewhat of an over-licensed, heavy-handed, beaten-down brand,” said Benz during a talk hosted by the Fashion Group International, according to The New York Observer. “In re-introducing Bill Blass, my vision is to have an ongoing delivery of capsule collections with fabrics and product. Every time you go to the website, I want you to see something new.”
Benz has been tasked with infusing the brand with new energy with a fresh approach to selling—it will be an ecommerce-only venture. “We are advancing the brand in a way that is digital for today and tomorrow while honoring the its philosophical origin and illustrious past,” said Stuart Goldblatt, Bill Blass president and chief operating officer. The website will launch on November 2 and feature a continuous stream of new ready-to-wear, accessories, handbags, and shoes, which can be shipped to 65 countries.