Sears Canada Announces “Top Model” Personality Jay Manuel – Creative Director for New Private Brand

Sears Canada enters a new phase in its fashion direction today with the announcement of Jay Manuel as the Creative Director for ATTITUDE Jay Manuel, Sears Private Brand collection. Manuel is well known for his role on America’s Next Top Model and as host of Canada’s Next Top Model. As a respected make-up artist, creative director and television personality, Manuel signs on as Creative Director in a multi-year deal with Sears Canada for the ATTITUDE Jay Manuel line.

Manuel will be involved in all facets of the collection including product development, design, fit, in-store retail and marketing. In addition to women’s apparel, ATTITUDE Jay Manuel will also include shoes, bags and accessories. His inaugural Fall/Winter 2011 Collection will be unveiled at LG Fashion Week on Wednesday, March 30, 2011 at 8:30 p.m. and is planned to be presented twice yearly.

“I’m thrilled to be working with Sears Canada to make fashion accessible for women who love to be beautiful,” said Jay Manuel, Creative Director, ATTITUDE Jay Manuel. “Throughout my career I’ve traveled the world, working with designers and creative visionaries in the fashion business, learning the art of women’s design. A good fit and draping fabric was something I learned at an early age, as my grandfather was a respected tailor. The time is right to return home to Canada and bring all my worldly inspirations to a fashion line that empowers women.”

ATTITUDE Jay Manuel Fall/Winter 2011 Collection brings together modern interpretations of the sophisticated silhouette from the early 60s with the luxury and textures of the 70s. Designed for the stylish woman on the go, highlights of the collection include flattering shapes such as wide-legged trousers, sleek pencil skirts, fashion-forward suiting that transitions from office to evening and seamed dresses for the fashion conscious. Versatility and impeccable tailoring are paramount; the fashionably current collection ranges in size from 0-18. The Fall/Winter 2011 color palette – inspired by Morocco – consists of slate, cognac, peacock, marine, raspberry and black, accented by stylized animal prints. ATTITUDE Jay Manuel will be available at Sears in August 2011 and will range from $12.97 to $139.99.

“Jay Manuel is a talented and well-known figure on the international fashion stage,” said Dene Rogers, President & CEO, Sears Canada. “We have great respect for the storied career that Jay has built and we are very excited to be working with him. As a Canadian who grew up with Sears, Jay is the perfect ambassador for us and we look forward to our collaboration on ATTITUDE Jay Manuel.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.