Southern charm meets summer style! Belk teams up with Craig Conover’s Sewing Down South for an exclusive Crown & Ivy collection. Launching June 4, with a pop-up in Charleston open through Labor Day.
Belk Collaborates with Sewing Down South for Exclusive Summer & Holiday Capsule Collections
Charlotte, N.C. — Department store chain Belk is teaming up with Sewing Down South, the lifestyle brand co-founded by TV personality Craig Conover, for a special line of limited-time capsule collections under Belk’s private label Crown & Ivy. The collaboration will highlight Southern-inspired style and coastal charm across nearly 100 products including apparel, home goods, and accessories for both men and women.
The summer capsule collection launches June 4 online and in stores, with pricing starting at $10, while a holiday-themed collection is set to debut in October. To commemorate the summer launch, Belk will host a pop-up shop adjacent to Sewing Down South’s Charleston, S.C. store, exclusively featuring the collection .
Belk’s Chief Merchandising Officer MaryAnne Morin shared that the collaboration is a tribute to the South’s charm and timeless style. Conover echoed the excitement, calling the partnership a significant milestone for Sewing Down South, which has previously collaborated with brands like Thomasville Furniture, HSN, Kroger, HomeGoods, and others.
1. Craig Conover Showcasing the Summer Collection
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Craig Conover, co-founder of Sewing Down South, presents the new summer capsule collection in collaboration with Belk’s Crown & Ivy.
2. Promotional Banner for the Collaboration
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A promotional image featuring Craig Conover and models displaying pieces from the Sewing Down South x Crown & Ivy collection.
3. Behind-the-Scenes with Craig Conover
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Craig Conover arranging products from the new collection, providing a glimpse into the design process.
