Marrying fashion with function, the REED launch marks Kohl’s first limited-edition line featuring handbags alongside spring apparel.

Kohl’s strategic partnership with premium designer, Reed Krakoff, has brought to fruition the highly-anticipated 100-piece REED collection of handbags and apparel now available exclusively at the former’s stores nationwide and via a dedicated retail website.

The aforementioned range embodies the design, quality, and style elements which have become synonymous with Krakoff. Marrying fashion with function, the line fits seamlessly into everyday wardrobes. The launch marks the company’s first limited-edition designer line featuring handbags.

Reflecting the designer’s graphic style, the customisable collection epitomises colour across its merchandise and accessories. Boasting variety, the stable includes pouches, key fobs, wallets, cross-bodies, and totes. REED also includes American sportswear-inspired apparel ideal for spring.

Key accents encompass colour-blocking, statement stripes as well as novelty fabric and prints. The clothing line is available across silhouettes which include dresses, skirts, shorts, tees, rompers, vests, and more. The launch is supported with an advertising and marketing campaign spanning print, digital, and social media.

To engage customers, Kohl’s surprised 100 women commuting through New York City’s Grand Central Terminal on 20 April 2016 with a personalised style experience which included a handbag from the new range. Additionally, five bloggers and their REED bags were chronicled by street-style photographers via #MustREEDxKohls.

“Kohl’s is always searching for elevated partnerships that will excite our customers, and REED has exceeded our expectations. He is an incredible talent who has been able to create product that is iconic, elevated, and versatile,” said Michelle Gass, Chief Merchandising and Customer Officer at Kohl’s.

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