Macy’s Launches First-Ever On 34th Collection in Collaboration with Costume Designer Alix Friedberg Inspired by Palm Royale

Macy’s Launches First-Ever On 34th Brand Collaboration with Costume Designer Alix Friedberg

NEW YORK, August 4, 2025 — In a vibrant fusion of fashion and storytelling, Macy’s has unveiled its inaugural On 34th brand collaboration with acclaimed costume designer Alix Friedberg. Inspired by her work on the Emmy-nominated Apple Original series, Palm Royale, the collection embodies the playful sophistication and effortless elegance that define the show’s aesthetic.

The On 34th | Alix Friedberg collection features an array of women’s apparel and accessories, now available at select Macy’s retail locations, online at Macys.com, and through the Macy’s app. This collaboration marks a significant milestone for Macy’s private brand, On 34th, which aims to deliver modern, customer-centric designs.

Emily Erusha-Hilleque, Senior Vice President of Private Brand, Design, and Trend at Macy’s, expressed her enthusiasm: “With Alix’s award-winning talent, it was a natural fit. Each piece tells a story, crafted with the On 34th customer in mind. We’re excited for our customers to experience this collection in a way that only Macy’s can deliver.”

Friedberg, known for her innovative costume designs, drew inspiration from the sun-soaked glamour of Palm Beach and the carefree spirit of Palm Royale. The collection features flowy dresses, skirts, tops, and versatile sets, all adorned with retro patterns and vibrant colors that evoke mid-century charm.

“I wanted to create styles that feel elevated yet playful, encouraging people to escape the ordinary and embrace the joy of summer,” Friedberg stated. “The vibrant palette and vintage inspiration are woven into every piece, and I hope wearers will feel the creativity behind each design.”

The launch campaign, captured by renowned photographer Ben Watts, showcases model Georgia Fowler, whose timeless elegance complements the collection’s aesthetic. Macy’s has transformed its iconic Herald Square windows into immersive displays, inviting passersby into a world of bold colors and stylish designs.

Since its launch in August 2023, On 34th has been a cornerstone of Macy’s reimagined private brand portfolio, focusing on inspirational and modern design informed by customer feedback. The collection includes 19 apparel styles and a range of accessories, all designed for mix-and-match versatility, available in sizes XXS to XXL. Prices range from $49.50 to $159.50 for apparel and $24.50 to $99.50 for accessories.

Don’t miss the chance to explore the On 34th | Alix Friedberg collection and experience the spirit of Palm Royale, now streaming on Apple TV+.

For more information, visit Macys.com or your nearest Macy’s store.