Thursday, May 16, 2013

Donata Minelli Yirmiyahu: Stateof_

Donata Minelli Yirmiyah has paid her dues as CEO of Yigal Azrouel for more than twenty years, currently Copresident of Adam Lippes... and now, launching her own line, Stateof_.  Yirmiyah describes the collection as the clothes you want when "you don't want to wear jeans and T-shirt but also don't want to be walking around in Lululemon."

The line will debut for Resort 14 (end of this year) and will be include everyday essentials with a luxe twist.  Stateof_ was put together/designed from a merchandising & sales point of view (rather than a pure designer's mentality.)

And, as for the name, Yirmiyah explains a Mad Libs reference... the clothes are what you want them to be; it's your state of mind.  Fill in the blank, and not a specific branding or image.

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