“Because it’s so funny seeing the way our competitors think women dress. It continues: “We Are APPROPRIATELY SEXY. One side reads, “We Are FEMININE” in big type over pictures of women in tastefully sleeveless floral-print dresses on the opposite page, under “We Are Not GIRLY,” there are three women dressed in polka dots and bubble gum–pink stilettos. Every aspect of their life is just as important to them as their careers.” Murphy tacks glossy pages of the brand book on the wall. “The North Star, whenever you start to lose your way.” She explains further: “We are targeting millennials who aspire to have very big careers, but they are also training for marathons or learning French or starting a family. “This is kind of our bible,” says Murphy. (Ivanka clearly wants to be taken seriously by the fashion world.) Today, they are going through the brand book. They’re definitely not Instagramming that purchase.”Īround the table sit Johanna Murphy, who previously ran e-commerce for Kate Spade Marissa Kraxberger, who came from Oscar de la Renta Abigail Klem, who ran ready-to-wear merchandising for Diane von Furstenberg and creative director Suzanne Bryant, formerly at Michael Kors. The girls in our office will have, like, a shell from Jones New York or an Ann Taylor Loft skirt. “When you think about some of these traditional companies, there’s no story behind them. And that is when she saw that there was a big hole in the market: No one was designing for the young professional woman who wants clothes with more style than Ann Taylor but not as fashion-disposable as H&M. Despite the bad economy, it succeeded beyond anyone’s expectations, paving the way for her line of shoes. I have written about Ivanka before, in 2007, just as she launched her fine-jewelry collection, a luxury she describes as for “the self-purchasing female,” which sounds like the title of a Beyoncé song. Only the white pencil skirt is by another designer (JMary). Ivanka is dressed today, as she is most days, almost entirely in her own merch: an oversize black cable-knit sweater with a cowl neck, gold jewelry, and black strappy heels. We head down to a lower floor for an Ivanka Trump brand meeting in a small, glassy conference room dominated by an egg-shaped white table. So this is why you chose that restaurant.’ ” The room cracks up, meeting over. And he’s showing me this giant site he just bought. “So we went to this great restaurant in Brooklyn on Saturday, and all of a sudden I find myself standing on the roof of the Whole Foods in Gowanus in the pouring rain. “So, my husband’s idea of a date night somehow always involves me looking at one of his development sites.” Everyone nods knowingly. I like saying that just to make Andy feel old!” and everyone laughs, Ivanka the loudest.Īt the end of the meeting Ivanka shares a story. He built every building since Trump Tower.” She pauses for a moment and adds. When she gets to the man seated next to her, she says, “Andy is our head of construction. For my benefit, she goes around the table and introduces Ray, Brian, Steve. Ivanka sits at the head of a table the size of a tennis court, flanked by middle-aged men, most of whom have worked for her father for years. Next I find myself in a conference room with startling views of Manhattan. It’s less than two weeks into 2015, and while most of us are still coming out of a holiday fog, Ivanka has already launched a thousand ships.įor starters there are the two massive new Trump hotel projects she has been overseeing, both of which are apparently ahead of schedule: the Old Post Office building, two blocks from the White House, that is being turned into what will no doubt be the grandest hotel in Washington and the 800-acre Doral resort in Miami, a deal brokered a few years ago while Ivanka was in the hospital having her daughter, Arabella (several days after giving birth, she went to tour the site on a golf cart). Late in the day on a Monday, with the low winter sun slicing through all the new buildings rising above midtown Manhattan, Ivanka Trump is sitting behind a big mahogany desk in her office in Trump Tower, recounting for me some of the things that have happened so far this year. Full-speed at work and hands-on at home, Ivanka Trump knows what it means to be a modern millennial-the exact demographic she wants to dress.
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