The Ivanka Trump fashion brand is shutting down. Its death was pronounced Tuesday afternoon.
In the past two years, the brand has been pummeled for business practices at odds with its namesake’s political rhetoric. Employees will lose their jobs. Ivanka Trump, the woman, will focus on her work in Washington. Partisan politics will roar on. The fashion world will survive.
The womenswear brand, founded in 2011, was built around the public persona of Ivanka: the tall, blonde corporate executive with the famous last name, a mother of three with a lifestyle glamorously — no, adorably — curated for Instagram. The label was aimed at young, white-collar working women, and so the collections were filled with sheath dresses, simple silhouettes in feminine floral prints and office-ready shoes. There was nothing particularly unique about the products. Indeed, the company was accused of knocking off other brands. But there was nothing wrong with the clothes, either. And that, along with the price and the marketing, was what made them sell. The company aimed to dress a group of women that much of Seventh Avenue has shunned, because designers like to make clothes for daring hipsters and wealthy CEOs. The on-a-budget middle goes wanting. The Ivanka Trump fashion brand catered to managers, bureaucrats, assistants, junior executives and the like. For about $150, a woman could buy a perfectly appropriate work dress that made her look a little bit stylish. It gave her an alternative to the Ann Taylor ghetto, a break from the self-consciously trendy J. Crew, a reprieve from mass-market bland.
The Ivanka Trump label sold a narrative focused on professional glamour and mothers who have it all — preferably in an Upper East…