Macy's Unveils On 34th Collaboration With Designer Alix Friedberg
Macy’s is partnering with acclaimed costume designer Alix Friedberg on a new line of women’s apparel and accessories that will be sold under the department store’s On 34th private brand.
The On 34th | Alix Friedberg collection includes 19 apparel styles, comprised of dresses, tops, skirts, and match sets, along with additional styles of scarves, jewelry pieces, and handbags. Each piece offers mix-and-match versatility, designed for layering and pairing, and is available in a range of sizes from XXS to XXL. Apparel prices range from $49.50 to $159.50, while accessories are priced between $24.50 and $99.50.
“This collection marks the first collaboration for Macy’s private brand, On 34th, and with Alix’s award-winning talent and leadership in costume design, it was a natural fit,” said says Emily Erusha-Hilleque, senior vice president of Private Brand, Design, and Trend at Macy’s. “Alix tells stories through her work, and each individual piece was built with great attention to the On 34th customer.”
Known for her work in costume design, Friedberg infused her expertise into the collection, drawing inspiration from "Palm Royale" and Palm Beach style. The line is highlighted by flowy dresses, skirts and tops and includes versatile sets and a range of accessories designed for mixing and matching.
"With this Macy’s collection, I wanted to offer styles that feel both elevated and playful, with pieces that encourage people to escape the ordinary and truly savor the easy, breezy spirit of summer," said Friedberg. "The vibrant palette and vintage inspiration from my work on 'Palm Royale' are woven into every piece, and I hope wearers will feel the joy and creativity behind each design."
The collection’s campaign features imagery from photographer Ben Watts and stars model Georgia Fowler. As a centerpiece of the launch, Macy’s has transformed its iconic Herald Square windows with immersive displays featuring key looks from the collection.
First launched in August 2023, On 34th was the first new brand unveiled as part of Macy’s reimagined customer-centric private brands portfolio. The brand was created with inspirational and modern design, informed by the voice of the customer, and built for real life.
