Belk’s private label brand partners with Society Social on new collection

CHARLOTTE, N.C. – Belk’s most popular in-house brand is gearing up to celebrate 10 years of design.

The Crown & Ivy brand was launched in 2014 as the regional department store retailer sought to create a brand that captured the company’s Southern DNA.

Originally a women’s apparel line, Crown & Ivy soon expanded into men’s, kids’, home, shoes and accessories. It is now the retailer’s largest private label brand. The home assortment includes bedding, bath, dining, home décor and kitchen.

To celebrate a decade of the brand, Belk has added two capsule collections to this year’s spring offerings.

First, the company partnered with Society Social , a brand with similar aesthetics to Crown & Ivy. The limited-edition capsule collection will encompass home décor and women’s apparel. Features of the collection include ruffles, scallops, embroidery, florals, and block prints.

Society Social was created by Roxy Owens, who worked at Belk for three years before launching the brand.

“Society Social’s collection is a beautiful extension of the colorful and feminine looks that Crown & Ivy delivers, and we can’t wait for customers to see the assortments in stores and online,” said Belk president and chief merchandising officer MaryAnne Morin.

In addition, Belk wanted to use the anniversary as a chance to give future designers an opportunity. The retailer created a contest open to college students who were fashion design or merchandising majors, giving them the opportunity to submit designs they felt fit the Crown & Ivy aesthetic.

The winning designer is Jewel Moser, a design student from North Carolina A&T, a natives of Greensboro, N.C. who grew up with her family shopping at Belk. Some of her women’s apparel pieces will be included in the spring line.

“I love Crown & Ivy,” said Moser. “This still doesn’t seem real to me yet, but being able to say that I’m part of a collection with Belk is incredibly exciting. I’m so appreciative of this opportunity, especially coming from an HBCU.”

The Crown & Ivy spring collection will be available online at and in stores starting March 11.

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