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Town & Country Debuts Badgley Mischka Line

Haute couture brand Badgley Mischka has long outfitted glamour conscious celebrities and brides; now the designer duo — Mark Badgley and James Mischka — is looking to "dress the homes of our customers," via a newly inked partnership with Town & Country Living.

The Badgley Mischka Collection, launching during the New York Home Fashions Market this week, represents the designers' entree into the home fashions sector, and also marks Town & Country's second bedding collection — the first being the Bill Blass program that was shown last August.

It comprises seven fashion bedding ensembles depicting themes stemming from the designers' homes — one in South Florida, another in Kentucky and a third in New York's posh Hamptons. Badgley Mischka's couture collections serve as the inspiration for the accessories to the beds — including decorative pillows, throws and coverlets, which are bedecked with "touches of glamour and sparkle" translated into the fabrications and embellishments, the company said.

"The market is ready for some glamour and The Badgley Mischka Collection brings that look to home," said David Beyda, chairman of Town & Country Living. "Our team worked closely with Mark and James to bring their distinctive look into home in a way that will appeal to the consumer."

Badgley and Mischka chimed in: "Home is something we have always wanted to do. The collection was inspired by all types of glamour with a touch of vintage."

Shipments to retail are expected for fall 2008. Bedding is only the first component of the new program. Bath ensembles and accessories and table linens will be layered on for the next market, in August.

Town & Country, based here, is the top U.S. supplier of table linens with $169 million in sales last year, and is the second largest kitchen textiles company with $72 million in 2007.

Badgley Mischka is the company's newest in a growing roster of licensed brands that include Lauren, Ralph Lauren, Bill Blass, Rachael Ray and Kitchen Aid.

Based here, Badgley Mischka is known for its eveningwear and bridal gowns sold at luxury retailers including Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue and Nordstrom. Iconix Brand Group Inc. is its parent company.

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