LF USA, the US arm of Chinese consumer group Li & Fung, is understood to be in talks about launching a contemporary line for Marchesa, WWD reported.
The move would represent LF USAs second recent fashion deal. Earlier this month, the company rescued New York brand Vena Cava with new backing.
While Marchesa is the go-to brand for grandiose red-carpet occasions, the closest Georgina Chapman and Keren Craig have ever flown to the contemporary market is a lace jumpsuit. Adding a contemporary line would broaden the brands potential customer base dramatically.
Runway brands as varied as Temperley London, Alexander McQueen and Versace have successfully extended into the contemporary market. In the case of Marchesa, high-profile fans like Michelle Obama, Rachel McAdams and Sandra Bullock just about guarantee that everyone from suburbanites to chic city girls will recognise the brand name.
But mainly, who wouldnt love a more accessibly priced version of gowns like this? No one we know...