High Fashion, Low Price

The first look from Pamella Roland's Fall-Winter 2010 collection was an homage to the carnivale in Venice, which ends today.

Image: Jemal Countess/Getty Images for Mercedes-Benz

Inspired by the classic glamour of Venice, Pamella Roland debuted her Fall-Winter 2010 collection at the tents in Manhattan’s Bryant Park as part of Mercedes-Benz Fashion Week this afternoon, showing that luxury is most definitely back in style.

Brooke Shields, Alfre Woodard, Mena Suvari, and reality show stars Nigel Barker and his wife, Alex McCord, and Ramona Singer of Bravo's Real Housewives of New York—who had a fabulous time together, decked out in Pamella Rolland’s Spring 2010 looks—were all on hand to peruse the collection which featured edgy metallic gowns, impeccably tailored separates, and a beautiful bridal gown that elicited a burst of applause when the model—who had gotten caught in the long, intricate train—broke free and headed back down the runway.

And while Roland whisked her guests to the candlelit canals of Italy in New York, her team was also prepping for her premiere on QVC tomorrow evening. Sterling for Pamella Roland will roll out from the tents in a live broadcast and feature a ready-to-wear line with prices starting at just $16, a very different price than her collection demands at Saks Fifth Avenue, Neiman Marcus, and Bergdorf Goodman. “QVC is just an amazing way to get your name out there and get a taste of luxury into the hands of those who may not be able to otherwise afford it,” says the designer who entered the fashion scene with her eponymous label in the fall of 2002. She joins other top talents like Isaac Mizrahi, Marc Bouwer, and Vivienne Tam, just to name a few, who also sell a line on the electronic retailer.

“What’s great about the QVC line is that it’s spring. It’s colorful. And it’s just not as intense as all of this,” she says. While her couture collection is red-carpet worthy and Upper East Side chic, Sterling focuses more on separates, short skirts, and jackets. “It’s a fun, cheery line,” she adds.

The venture to electronic retailing is not shifting her attention from the luxury her clients demand. “Chiffon has done very well for us. And women are buying our beaded dresses,” she says when asked about the economy. “Last year, women were afraid to spend, even if they had the money. But this year, they’re back to wanting to dress up. And whereas before they may have bought three dresses, now they’re splurging on one glamorous gown.”

Roland sees a very bright future ahead. “The trend of really dressing up for the red carpet is great for us,” she says.