Sears Serves Up Comfort Clothes

(MoneyWatch)  Sears Holding unveiled its take on fall styles in New York even as major fashion designers were debuting their latest at Gotham's fashion week, with the retailer going for relaxed, affordable and even a little retro.

Given the times, that might be properly reassuring to its customers. Relaxed was a word that might be applied to the Sears and Kmart offerings across the board and even the metallic accents that provided a little pop for the urban-inspired collection by LL Cool J were understated. Prices were reasonable, too, with much of the line priced under $35. Sears new Paul Frank collection in juniors sleepwear debuted with its trademark monkey, which made the point that intimate apparel is moving from sexy to fun. And that kind of falls into the relaxed theme, as well.

In denim, choice was in vogue, as Sears provided a variety of washes, so looks ranged from a barely faded blue to pants that appeared to have been dragged over a mountain range. And while skinny legs are still represented, some roomier fits were shown, too.

From casual Apostrophe to the more professional Covington collections, Sears private labels emphasized femininity in its womenswear, with draping tops and ruffles prominent. Indeed, the looks across collections didn't range drastically. The more casual had a little dressiness while the suit previewed had a soft look that would just cut it if an after work event took place at a sports bar.

On the Kmart side, much of the emphasis was on items that could be mixed and matched with one another and with items from other sources for cost-conscious shoppers "who really want to mix it up"," said spokeswoman Amy Dimond. In a bit of a departure from the tone of the other lines, the Jaclyn Smith collection offered women styles that harkened back to the designs of the late 1940s and early 1950s, which is particularly interesting in that Target recently previewed a range of swimwear looks that were heavily influenced by the '40s, right down to the halter tops offered in swim separates, with the era also setting the tone for the packaging that showcased ancillary products. But, in times like these when so much present undercertainty clouds how people feel about the here and now, a little bit of a retro look can be just as reassuring as a relaxed style.