Derek Lam 10 Crosby, which is owned by Public Clothing Co., is planning to stage its first presentation during New York Fashion Week.
While not on the official New York Fashion Week schedule, Derek Lam 10 Crosby will have a presentation on Feb. 5 from 1 to 3 p.m. at the Crosby Street Hotel in New York. The official NYFW runs Feb. 6 to 11.
In 2019, designer Derek Lam shuttered his collection business to focus on his contemporary label Derek Lam 10 Crosby, which was acquired by Public Clothing Company in 2020. Lam, who had been chief creative officer of Derek Lam 10 Crosby, left that business in 2023. In January 2024, Lam joined the Italian brand Câllas Milano as creative director, as reported. Câllas Milano was launched in 2020 by business partners Jan-Hendrik Schlottmann (Lam’s husband), and Marco Panzeri, chief executive officer of Italian manufacturer Cieffe. The vertically integrated company offers relatively basic designer women’s ready-to-wear, including blouses, trousers and outerwear.
Last July, Danielle Alalu came on board as president of Derek Lam 10 Crosby. Most recently, she was vice president of sales at Sperry and before that was senior vice president of wholesale at Sweaty Betty and ATM Anthony Thomas Melillo. The Derek Lam 10 Crosby business has been run by a senior leadership team following the departure of Wendy Kahn as president in December 2021.
The appointment of Alalu marks a new era for Derek Lam 10 Crosby with a focus on brand development, growth and global expansion.
“The legacy of Derek Lam 10 Crosby has always been rooted in effortless sophistication and modern versatility — qualities that have defined the brand from the beginning,” said Dan Shamdasani, CEO of Public Clothing Co. “With Danielle Alalu recently appointed as president, we’ve assembled an extraordinary team whose collaboration and creativity are driving the brand to new heights.”
Shamdasani noted that by staying true to the brand’s DNA and reimagining it for today’s advanced contemporary market, “We’re innovating across product and marketing to deepen our connection with customers through multiple channels, including our DTC platform and retail partners, ensuring the brand continues to thrive and scale in an ever-evolving fashion landscape.”
Commenting on the brand’s decision to show for the first time during NYFW, Alalu said, “We see our customer embodying our vision of refined femininity with a preference for versatile timeless pieces that balance luxury and practicality. Our focus is on the customers and we will use their feedback in combination with data from DTC, retail and wholesale to create a lifestyle brand for the Derek Lam 10 Crosby woman.”
In addition, Alalu noted that the brand plans to open additional retail stores in key markets as well as focus on international expansion and licensing.
