Macy’s announces its first-ever On 34th brand collaboration, in partnership with acclaimed costume designer Alix Friedberg and inspired by her work on the spirited world of the Emmy award-nominated Apple Original series, Palm Royale. Drawing upon Friedberg’s celebrated work on the series, the collection channels the playful sophistication and easy elegance that define the show’s aesthetic. The On 34th | Alix Friedberg collection features an array of women’s apparel and accessories and is now available at select Macy’s retail stores, online at Macys.com, and through the Macy’s app.
“This collection marks the first collaboration for Macy’s private brand, On 34th, and 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,” says Emily Erusha-Hilleque, SVP of Private Brand, Design, and Trend at Macy’s. “We’re excited for our customers to see this collection come to life across our platforms in a way that only Macy’s can deliver. Macy’s is known for fashion and great experiences, and collaborations like this are yet another way for us to be in the cultural conversation.”
Alix Friedberg, known for her work in costume design, infused her expertise into the collection, drawing inspiration from Palm Royale and Palm Beach style. The On 34th | Alix Friedberg collection offers an array of effortlessly chic pieces, from flowy dresses, skirts, and tops to versatile sets and a range of accessories designed for mixing and matching. With retro patterns and sun-kissed colors, each item echoes the mid-century glamor and carefree mood that inspired the collection.
“With this Macy’s collection, 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,” said Friedberg. “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.”
For this collection’s campaign, acclaimed photographer Ben Watts captured the spirit of the collection with his signature blend of authenticity and vibrance. The campaign stars model Georgia Fowler, whose effortless elegance and timeless appeal mirror the collection’s vintage-inspired aesthetic. As a centerpiece of the launch, Macy’s has transformed the iconic Herald Square windows with immersive displays featuring key looks from the collection, inspired by Palm Royale’s playful sophistication, to invite passersby into a world of sunny color and bold style.
First launched in August 2023, On 34th was the first new brand unveiled as part of Macy’s reimagined customer-centric private brands portfolio. The brand was created with inspirational and modern design, informed by the voice of the customer, and built for real life. The launch of On 34th marked an important milestone in Macy’s journey to elevate and reimagine the company’s private brand portfolio, all while developing unique and relevant product design that illustrates multiple points of inspiration and customer data.
The On 34th | Alix Friedberg collection includes 19 apparel styles, comprised of dresses, tops, skirts, and match sets, along with additional styles of scarves, jewelry pieces, and handbags. Each piece offers mix-and-match versatility, designed for layering and pairing, and is available in a range of sizes from XXS to XXL. Apparel prices range from $49.50 to $159.50, while accessories are priced between $24.50 and $99.50.
Don’t miss Palm Royale, now streaming on Apple TV+.
