NATIONAL: Bettina Liano has created a new youth oriented diffusion line, T by Bettina Liano, which will be stocked exclusively in 40 Myer stores across Australia from February 2010.
The collection will retain the strong, fashion forward aesthetic of the Bettina Liano mainline collection, however prices will be lower.
Key items include a lace tuxedo jacket, skinny bleach wash biker jeans, a biker jacket and a studded jersey dress with an exposed zip. Jeans will retail at $129, tops from $69 to $100 and dresses from $100 to $149.
Bettina Liano has stocked her mainline collection, pitched at a more mature demographic, in Myer for over ten seasons.
"Myer has been a long-time supporter of my brand and this is a really exciting opportunity to further develop my brand in Myer stores nationally," she said. "We have worked hard to ensure that T by Bettina Liano has stayed true to my design philosophy and I can't wait to see the product in store next year."
The label will be merchandised in a brand new concept fit out in the youth apparel department.
Myer category manager for youth Deanna Koliba said Bettina Liano resonates with the store's younger customers.
"This is the first time we have created an exclusive designer range for our youth department and we are thrilled that our younger customers will now be able to purchase high-fashion product at high street prices," she said.
Liano recently expanded her mainline denim jeans collection to include sizes up to 16, called Curvy.