Desert Rose

Private Icon, a Los Angeles–based manufacturer that specializes in private-label product development for juniors brands, has launched its first branded line, Desert Rose, for Summer 2009.

The debut offerings are a “balance of bold, edgy urban and poetic vintage,” said Cynthia Hernandez, designer and merchandiser.

Desert Rose builds upon Private Icon’s experience working with woven fabrications—such as cotton twill, stretch sateen, denim, herringbone, canvas and printed poplin—in the juniors and plus-size juniors market.

Romantic vintage is seen in a group of sheer, pale-colored cotton/silk tunic tops accented with bright, scalloped embroidery and ruffled cotton-lawn blouses.

Denim offerings are “more fashion. It’s not really your five-pocket, basic pant,” said Hernandez, citing a pair of wide-leg jeans with a paper-bag waist. Other fashion items have a retro mood, such as a strapless denim bustier top with gingham buttons and piping. On the bold side, there is a turquoise cotton-lawn leopard-print top and a shiny black jumpsuit. Desert Rose is manufactured in China, Vietnam and Los Angeles. Wholesale prices range from $7 to $22.

The line has been sold to Modcloth.com and Kress stores in Puerto Rico. For more information, call (323) 268-2015. —Rhea Cortado