Los Angeles designer Tadashi Shoji has added another category to his dress-up empire: diffusion label Sho, with retail prices at $ 148 to $ 298, now available at Neiman Marcus and Macy’s stores, Shothelabel.com and the Las Vegas Tadashi boutique.
The collection focuses on shorter lengths, sexier cuts and plenty of options for clubbing, prom night and bridal showers, including a slinky, draped, gold sequin minidress ($ 188); a guava pink, strapless, lace, side-slit sheath ($ 228), and an open-back, ivory jumpsuit with silver mesh overlay ($ 268).
Sho by Tadashi Shoji jumpsuit
The move is about cultivating the next generation of customers, said the designer, who has been in business for 34 years, and is manufacturing Sho in China, where he also produces his main Tadashi Shoji line, priced at $ 348 to $ 898 and which is carried in more than 700 major department and specialty stores worldwide. “Our customer has a daughter, that daughter doesn’t know our label, and they don’t want the same garment mom is wearing. Some customers in Japan do mother-and-daughter dresses, but in the U.S. younger people don’t want to wear mom’s dress,” he said.
Shoji said it’s also a response to retail demand. “Department stores are asking us for lower prices so a