According to Rick Cytrynbaum, Richie has had complete creative control from day one. "Nicole is designing everything herself. She's totally devoted to this, and we're creating a whole lifestyle around her aesthetic and what is true to her," he told FN. Richie will be on hand at FFANY in New York for the line's debut and will also be making in-store appearances for the line when it hits stores. While price points are still to be determined, Cytrynbaum said the items will hit contemporary price points and will be available at select department stores and independents that he has worked closely with in the past.

"Retailers that have been good to Modern Vintage will be getting first dibs," he joked. "We're being very selective. We're only inviting a handful of our best accounts with our other brands to view the line. We don't want to be everything to everybody [with this brand]." Though he declined to disclose sales projections, Cytrynbaum was bullish on the line's potential, based, he said, on Richie's status in the fashion industry. "Nicole Richie is by far one of America's biggest fashion icons right now. We're investing millions into this brand. This is like nothing out there right now." Looking ahead, Cytrynbaum said the brand would always be open to expansion opportunities into other categories.