Macy’s has launched its new private brand, On 34th, featuring a women’s apparel and accessories collection designed for modern life. The collection is the first unveiled as part of the company’s reimagined customer-centric private brand portfolio.

On 34th aims to inspire women with wardrobe staples and special pieces that evoke confidence and joy, encouraging them to escape the ordinary and run their world. The brand’s designs are based on extensive customer research, ensuring a compelling blend of style, quality, and value. On 34th will be available for purchase at Macy’s stores, online, and through the Macy’s mobile app starting on August 17th, with On 34th shoes launching in spring 2024.