"Currently, the
brand's outlet model is driven by surplus merchandise, and this marks the first
time product has been actively developed for this channel of trade," Oscar
de la Renta CEO Alex Bolen told WWD. "We have things around here
that are underutilised - [such as] 40 years of patterns, fabrics and artwork
that a lot of people spent time on. We thought, perhaps we can put something
together in a way that is new, that doesn't require as much development time
and in an exclusive way."
The offering - which is
made using the same patterns, fabrics and factory as the brand's mainline -
features mainly dresses, in addition to a pair of printed shorts, a pink pencil
skirt, red high-waisted trousers and a sleeveless tie-neck blouse. The most
expensive piece comes in the form of a coral-coloured, floor-length, silk,
trapeze gown. 
Oscar de la Renta has
one outlet store in the US, but Bolen said he is considering bringing a similar
discounted store to Europe in the future. However, for now, the focus is on its
latest venture. Olivia Palermo has been chosen as the
face of the collection.
"We know that our
customer loves Oscar, but we also feel that this is an amazing opportunity to
tap into The Outnet's audience and a new audience that Oscar as a brand might
not have reached yet," said The Outnet managing director Stephanie Phair.
"This is tapping into a potential customer that will become an Oscar de la
Renta customer."
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