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In Palm Royale, aspiring socialite Maxine Dellacorte-Simmons (Kristen Wiig) desperately dresses to impress 1969-era Palm Beach’s ladies who lunch. In the words of costume designer Alix Friedberg, the former beauty queen is “joyful and unaware of how she’s missing the mark” — but fans of the stylish Apple TV+ series will ace the assignment with the designer’s new fashion collection with Macy’s.
Available now online and in select stores, the 19-piece Macy’s On 4th x Alix Friedberg capsule ($24.50 to $159.50) comprises vintage-inspired crochet sets, embroidered caftans and mix-and-match separates in bold tropical prints that look like they jumped out of Palm Beach Life. Rounding out the mid-century-inspired collection are vacation-ready clutches, statement hoop earrings, beach-inspired costume jewelry and vibrant graphic print scarves.
“There is an element of fantasy about resort wear,” Friedberg recently told THR. “In costume design, we’re always creating a world, a mood and a visual language. Resort wear is a woman’s fantasy of having that luxury lounge-y lifestyle, sun-kissed lunch on the beach … yacht life.”
Courtesy of Ben Watts/Macy’s
“I can definitely see Kristen Wiig’s Maxine wearing that pineapple halter dress. It has all of her signature elements: the bow at the back, the joyful color palette,” Friedberg notes.
Macy’s and Friedberg tapped photographer Ben Watts to shoot the Slims Arons-inspired campaign, which stars model Georgia Fowler.
The collaboration marks a first for On 34th, Macy’s in-house fashion label. Adds Emily Erusha-Hilleque, SVP of Private Brand, Design and Trend, “with Alix’s award-winning talent and leadership in costume design, it was a natural fit. Alix tells stories through her work, and each individual piece was built with great attention to the On 34th customer.”
Macy’s on 34th x Alix Friedberg collection
Courtesy of Ben Watts/Macy’s
Explains Friedberg in a statement, “I wanted to offer styles that feel both elevated and playful, with pieces that encourage people to escape the ordinary and truly savor the easy, breezy spirit of summer The vibrant palette and vintage inspiration from my work on Palm Royale are woven into every piece, and I hope wearers will feel the joy and creativity behind each design.”
The Macy’s Herald Square store in New York will showcase looks from the collection, bringing a piece of Palm Beach’s “sunny color and bold style” to Manhattan.
See the select pieces from the retro collection below, and shop the full Macy’s on 34th x Alix Friedberg collaboration online at macys.com.