Xcel Brands, Inc., a media and consumer products company with unparalleled expertise in livestream shopping, announced the launch of C. Wonder by Christian Siriano. In addition, the company announced that Siriano was appointed Creative Director of the new brand, which will launch in spring of 2023. The praised American fashion designer has helmed his own brand since 2008 and has been a member of the Council of Fashion Designers of America (CFDA) since 2013. Siriano’s designs have been worn on the red carpet by numerous celebrities, such as current FLOTUS Dr. Jill Biden, former FLOTUS Michelle Obama, Angelina Jolie, Oprah, Zendaya, Ariana Grande, Julianne Moore, Lady Gaga, Tiffany Haddish, Billy Porter, Cardi B, among others. Although he’ll be delivering his signature refined exuberance to C. Wonder by Christian Siriano, Siriano will continue to design his own collection. Not to mention, he will serve as the public face and voice of the brand, including appearing on HSN’s broadcast and streaming service in 2023.
“Bringing Christian on board to lead the transformation of C. Wonder by Christian Siriano is another key step in the creation of a live-selling ecosystem that connects our brands directly with consumers,” said Robert W. D’Loren, chairman and chief executive officer of Xcel Brands. “Christian’s sophisticated aesthetic, creative vision and vibrant personality have made him one of America’s most respected young designers and we’re confident he’ll bring a renewed sense of excitement to C. Wonder as we solidify our leadership within the fast-growing livestream marketplace.”
“I’ve always loved the C. Wonder brand and I’m thrilled to join the team at Xcel Brands to collaborate and share the brand with new audiences,” said Siriano. “Livestreaming has such a fantastic future here in the US and I can’t wait to be able to connect personally with millions of C. Wonder customers across platforms.”
C. Wonder was originally founded by billionaire Chris Burch. All stores closed back in 2015, having failed to find a market for its kitschy mid-priced womenswear, home goods and more. D’Loren felt it to be an ideal time to reintroduce C. Wonder to a larger audience who is looking for fashion-forward apparel, accessories and home products at a great price. With the drastic changes the fashion world has experienced, consumers are looking for that personal connection when shopping, which they receive through livestreaming.
“Understanding how a brand connects with consumers is very important to its longevity, and Christian was the perfect designer to bring on board to help renew C. Wonder, which has so much life to it, through our expansive livestreaming network,” said D’Loren.
Xcel Brands is one of the largest apparel providers within the interactive TV market and is strategically investing in livestreaming technology platforms and partnerships. In addition to C. Wonder by Christian Siriano, the company produces and distributes sportswear and dresses under the Halston and H Halston labels available at premium retailers that include Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s, Macy’s and HSN. It owns the Judith Ripka and LOGO by Lori Goldstein brands as well as a minority stake in Isaac Mizrahi and Longaberger home products and livestreaming platform.
“Livestreaming” is a powerful way for brands and retailers to engage with their customers,” mentioned D’Loren. “Consumers are bored with static images and are seeking more information and interaction with the brands that interest them.”
Shopping, entertainment and social media intersect via livestream in order to meet and create social commerce. With that said, C. Wonder and Siriano are the perfect match to entertain and engage with consumers through livestreaming.
C. Wonder by Christian Siriano will launch in March 2023. For more updates, follow C.Wonder on Instagram over @cwonder.
