THE SECRET IS OUT.

I’m new to the blogging game, but I knew coming in that there were things I’d immediately strive for:  a million readers, invitations to parties and product launches where I’d walk away with pretty shopping bags full of free stuff, a way to turn this fun little exercise into a living.  Now, another goal:  to be asked by a major department store to style a series of clothes for the launch of their new line.  Too much to ask?  Not for every blogger.

Macy’s, which is like no other store in the world, asked a few of the best-known and, I guess, most style-savvy bloggers from sites like Fashion Toast, Sea of Shoes, Feels Like White Lightning and Street Etiquette to put together a few outfits from the store’s new line, Bar III for the press launch.

And that’s not the only thing different about the rollout.  For the first time, Macy’s will debut a collection off-site, in a chic pop-up shop in the Flatiron District opening February 10th, a downtown opening for a line with a decidedly downtown vibe.  Even the press day was held downtown, in the Sky Room at the New Museum, surrounded by magnificent views of Lower Manhattan.

They define the contemporary men’s and women’s wear label as “an eclectic hybrid of American design”.   It is young, hip and very wearable.  The women’s line is infused with light beiges and pastels, and soft, flowy fabrics, in skirts, tops, maxi dresses and shorts that mix and match with ease.  The men’s line features sleek suits in neutral colors, slim-cut with flat-front trousers, as well as comfy shorts and slacks, t-shirts, tanks and hoodies.

The chosen bloggers styled the looks using their own accessories, a favorite old belt, an arm-full of bangles, sky-high platforms or well-worn loafers, that showed the versatility of the Bar III label.  The price points are extremely accessible, between $20 and $99, with men’s suits costing around $450.  The pop-up shop will last three weeks, before the line takes its place as the anchor of the Impulse section in Macy’s 250 stores.

But remember, “contemporary” is department store speak for “really young”, so if you’re over, say, 25, you’ll want to choose wisely.  If you’re not, you’ll want just about everything in the line.

photography: Anton Brookes