Jeffrey Sebelia Launches New Line

On the heels of debuting his Spring 2008 Cosa Nostra collection on the runway during Los Angeles Fashion Week, designer Jeffrey Sebelia has launched a new line to further his reach. Sebelia, who is widely recognized for his appearance on Bravo TV’s “Project Runway” fashion reality competition, is hoping to capitalize on his fame with Jeffrey Sebelia, a new young contemporary line.

“I’m targeting a different customer [than Cosa Nostra]. It’s a much younger woman, and it is priced as such,” Sebelia said. Backed by Los Angeles–based Green Mochi, makers of the 12th Street by Cynthia Vincent line, the new collection is set to appeal to a wider audience. “It’s more of a casual look that more women can wear,” Sebelia said. Less focused than Cosa Nostra, which targets a niche market of sexy rock ’n’ roll outcasts, the new line is more wearable, with pretty dresses, flirty tops, tailored pants, jersey dresses and skinny tuxedos.

“It’s still me, so there is a bit of a rock ’n’ roll slant, but mostly it is just sportswear done really well. The tuxedo is about as out there as I get with this line,” he said.

With wholesale prices starting at $22 for T-shirts and hovering between $41 and $78 for dresses and pants, the collection is positioned to be easy on the wallet. The collection, which is produced both domestically and overseas, is just beginning to be introduced to retailers, and Sebelia is hesitant to pinpoint exactly who will sell the line. “We want to be in all the key boutiques. I think it is something that would do really well in those boutiques that mix really high-end stuff with more-contemporary and young contemporary,” he said.

For now, buyers can see the line at the Steve Martino & Associates showroom in The New Mart. For more information, call (213) 627-4413.—Erin Barajas