Dive Brief:
- Lilly Pulitzer is launching Vintage Vault, a curated assortment of archival designs and heritage prints, according to a recent press release.
- The first Vintage Vault collection launches Aug. 21. Titled Lilly’s Zoo, the limited edition collection of women’s and girls clothing will feature prints originally launched in 1974 in blues, tans and whites. Prices will range from $58 to $348, and the collection will be available on the company’s website as well as in its flagship stores and select retail locations.
- The prints in the Vintage Vault collections include original Lilly Pulitzer designs dating from 1962 to 1985 and sourced from a recently acquired, privately owned print library, as well as prints from Lilly Pulitzer's complete archive from 1994 onward. Pieces in the collection will include both new silhouettes and refreshed collections, per the release.
Dive Insight:
The Vintage Vault marks the brand’s second archival-inspired product launch this year, as Lilly Pulitzer celebrates its 65-year history and looks to win over a younger audience. In March, Lilly Pulitzer reintroduced a Palm Beach men’s collection.
Limited edition drops of Vintage Vault styles will occur throughout the year, according to Lilly Pulitzer's CEO Michelle Kelly.
“With the opening of the Vintage Vault, we’re reconnecting with some of the most iconic prints in our brand’s history,” Kelly said in the release. “We're proud to honor our roots while inviting a new generation to fall in love with the timeless joy of our brand.”
The brand has dabbled in archival prints in the past, but the Vintage Vault represents a deep dive into its six-decade past, Kelly said in an email. Some of the new products will mimic the brand’s original pieces, and will include engineered shifts, heirloom lacework and hand-finished trims.
Lilly Pulitzer currently has 68 company-owned stores and more than 40 independently owned locations, per a spokesperson. The brand is also sold through more than 150 specialty boutiques and through major department stores.
