by Stephen Garner

Macy’s has introduced a new private brand.

Called “And Now This,” the line launches with men’s and women’s ready-to-wear categories for the fashion-forward, contemporary dresser. Made for every moment of the day and every wherever-life-takes-you decision, the brand aims to inspire shoppers to showcase their most authentic self and celebrate unique and evolving style, through trend-forward pieces at affordable price points.

“And Now This features elevated essentials for contemporary shoppers looking to dress around trends and confidently express themselves through fashion,” said Durand Guion, vice president of Macy’s Fashion Office.

The men’s assortment was created with the stylish, on-the-go shopper in mind. The capsule of essentials consists of items such as basic tees, henley tops, button-down shirts, jogger sets, outerwear, everyday bottoms, and denim. Breeze through the transitional months, from summer to fall with the perfect basics, from short sleeve to long sleeve, from cotton to flannel. The range of colorways is also suited for simple, clean style or the expressive, colorful dresser. The line offers sizes S – XXL.

The women’s ready-to-wear selection offers an assortment of elevated basics with a twist, that can be mixed and matched for any time of year or occasion. The collection was created for the trend-forward shopper who is looking for of-the-moment pieces, such as ribbed dresses, tanks, and bodysuits; outerwear, such as jackets and athleisure; casual dresses and denim. The line offers sizes XS – XXL.

And Now This is now available on and select Macy’s stores. A launch event will be held at the retailer’s New York City Herald Square flagship on Saturday, July 24th from 12pm – 2pm. The activation will be an And Now This-branded food truck filled with delicious frozen treats and shoppable items from the collection. The truck will move to Washington Square Park from 2:30pm – 4pm and Madison Square Park from 4:30pm – 6 pm that same day.

At Macy’s State Street in Chicago on Sunday, July 25th from 2pm-4pm, the retailer will host an interactive experience as models highlight the line’s versatility inside the store’s iconic windows. And, in Fort Lauderdale, Macy’s South Florida fashion truck will be at the Fort Lauderdale Art Walk on Saturday, July 31st from 6pm – 10pm showing the new line.