Macy’s Taps Emmy-Winning Costume Designer for On 34th Collaboration…

Event summary

Macy’s launched a 44-piece collection with Emmy-winning costume designer Molly Rogers under its On 34th brand.
The collaboration draws inspiration from Rogers’ work on iconic NYC-based shows like 'Sex and the City' and 'The Devil Wears Prada'.
Prices range from $19.50 to $139.50 across apparel and accessories, available at select Macy’s stores and online.
Macy’s Herald Square flagship will feature additional up-and-coming designers as part of the launch.

The big picture

Macy’s continues its strategy of leveraging celebrity partnerships to drive differentiation in a crowded retail landscape. This collaboration with Molly Rogers builds on its On 34th brand’s positioning as accessible yet aspirational fashion. The move comes as department stores increasingly rely on exclusive collections to attract younger, digitally native shoppers. With 44 pieces priced for mass-market appeal, Macy’s balances prestige with affordability in a sector where both are under pressure.

What we're watching

Brand Differentiation: Whether Macy’s can sustain competitive advantage through high-profile designer collaborations amid retail consolidation.
Customer Engagement: How this collaboration impacts foot traffic and online engagement at Macy’s Herald Square flagship store.
Market Expansion: The pace at which Macy’s scales similar collaborations to other urban markets beyond New York.