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In an effort to attract fashion-conscious shoppers.

The Dodgeville-based company announced today that it launched a new collection for men and women that features more “youthful, modern” designs. Canvas by Lands End, its official title, features paint-swatch prints, new, more stylized dress shapes, and trend-forward patterned shirts for men. Even jumpsuits! It’s part of the company’s much-discussed plan to reach new, more fashion-conscious shoppers. The idea came from customers who kept asking for the company’s Canvas collection, says Lands’ End CEO Federica Marchionni in a statement. The original Canvas collection was launched in 2009 but has since been been abandoned. 

Per the company’s statement, the new collection was designed in the U.S. and “developed” in Italy, its CEO’s home country. It also features a wide selection of shoes for men and women, including ankle-strap heels, lace-up flat sandals, and leather driving shoes for men. The sizing has also changed. For women, that means a size small now fits a dress size 4-6, whereas the same size fits a 6-8 in the regular Lands’ End collection. According to the new sizing guide, the clothes will hug women a “little closer to the body – especially for tailored styles. Trimmer in the armholes and sleeves. Curvier at the waist.”

For men, the collection is made to fit like like the regular brand’s “tailored” or “slim fit” designs.

We interviewed New York-based Marchionni in our January issue, and she discussed making the brand’s “strengths stronger.” A month later, the company came under fire for featuring Gloria Steinem in its catalog.

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