William Rast Prepares to Rock the House of Target with a show at Beverly Hills Fashion Festival

High-end purveyor of casually comfortable clothes, William Rast,  put on an energetic show at the Beverly Hills Fashion Festival last night.  The show opened with choreography and dancing befitting a rock show.   But when a fashion label is owned by Justin Timberlake, rock and the runway are bound to collide. The event was a great way to show off the Los Angeles based William Rast line before fashionistas start their holiday shopping and William Rast for Target hits the big box retailer’s shelves on  Dec. 19.  JT was not in the house yesterday, but label co- founder Trace Ayala was on hand for the event.

I had the privilege of interviewing Trace before the show and asking him about some of the secrets of William Rast jeans. One of my friends is a costume designer for a popular TV show, and he has been buying William Rast jeans for the show.  My designer/costumer friend  raves about the fit and quality of the jeans,  So , I had to ask Trace, “What is the secret of William Rast jeans, and their incredible fit?”  Of course, Trace did not want to giveaway all the trade secrets, but he gave me a few hints.  ” The fit of the jeans in the back, really gives the wearer a lift. The back pocket, and the back yolk are designed to enhance the wearer’s backside,” says Trace.  Regarding the William Rast for Target line, Trace is very pleased with how Target will bring the line to the mass-market. He told me, “The fabric used is not the same, but the designs are William Rast. The line is true to our design look.”  Look for Target for William Rast in stores right before Christmas with price points way below the line’s regular retail prices of  $95.00 USD to $595.00 USD collection prices. In the meantime, where can recessionistas look to find William Rast for less?  “You can find William Rast at Nordstrom Rack,” says Trace.  “The Rack will have some of last season’s William Rast line for less. There’s also an outlet store in Palm Springs,” notes Trace. (Trace shops at Nordstrom’s Rack in Burbank, CA and loves the bargains there.)  Since William Rast is sold at Nordstrom, bargain hunters should  look for the brand for less at the Nordie’s Half-Yearly sale (going on now.)

Yesterday’s show effectively highlighted William Rast’s American denim heritage, chic leather jackets (see below), plus comfortable sportswear.  I was lusting for the amazing military chic coats and a gorgeous double breasted boyfriend style blazer for women.  Take a look below to see William Rast looks on the Beverly Hills Fashion Festival runway.

William Rast has lines for both men and women.  As you can see, the label is based on a look of effortless chic and easy style.  After talking to Trace and Nicks from William Rast, it sounds like the label will rock the House of Tar-jay with their bridge (aka budget) line.  Watch this space for further details!