Dive Brief:

• Menswear company Suitsupply, which features while-you-wait tailoring and an enticing vibe, unveiled a sibling brand, Suistudio, for women only, with the tagline of #notdressingmen. Suistudio is now available online, according to a company press release.

• Suistudio announced the opening of its first U.S. store in New York City at the end of October. Suitsupply itself has opened up 84 stores internationally, after its success online.

• Suistudio suits and coats are priced between $399-$699, trousers at $199-$299 and jackets at $299-$699. The brand also offers shirts, knitwear, skirts, dresses, jumpsuits and eveningwear, according to the release.

Dive Insight:

Rather than changing its tone, Suitsupply is bringing its sex- and power-based marketing approach to the new sister brand as well. "She is powerful, confident, and proud of herself," Kristina Barricelli, vice president of Suistudio, said of the new brand.

It’s an approach to the "power suit" that infers real power. The company said that its vertical integration allows for a luxurious look and feel, thanks to high quality Italian fabrics like Vitale Barberis Canonico and Ferla (mills from the Biella Region) and expert hand-finished tailoring, at more attainable prices. Beginning with the design process, straight through the customer's purchase, it's all in their own hands.

The company is unabashed about its sexualized marketing, but it also aims to portray women as equally strong and powerful as men. "Echoed through the collection, it's pretty clear that the brand seeks absolute equality," the brand said in its release. "Taking women's suiting every bit as seriously as men's and asserting this collection is stand alone strong."