MAGIC is growing its directional menswear and womenswear offerings with the launch of Premium at MAGIC and Premium at WWDMAGIC next month in Las Vegas.

“We need to think out of the box, take calculated risks and entice our customers to buy,” said Atrium’s Sam Ben-Avraham. “By launching Premium at MAGIC, it’s just gotten that much easier for buyers to see what’s out there and consider brands that they may not have before. I know that the Atrium buying team will split their time between Project and Premium and re-evaluate what makes sense for our stores.”

Says Kevin Monogue, President of DKNY: “DKNY is very excited to be showcasing its recently launched collection of better men's sportswear as well as DKNY Jeans at Premium at MAGIC this February.”

Higher-profile brands expected to show at Premium at MAGIC also include a dozen UK labels including Maharishi, Unconditional, Soar, Garbstore and Stansfield.

Across the Convention Center, the 6,000-sq.-ft showcase Premium at WWDMAGIC will feature collections by Betsey Johnson, Desigual, Faryl Robin, Thursday Island, Velvet Heart, Royal Plush and Jordi Labanda, among many others.

Meanwhile, the Kramer Design Group has plans to unveil a deluxe customized booth system on the Concourse, host to such brands as Nautica, Original Penguin and French Connection.

A launch party for Premium will take place at Tao Las Vegas on Feb. 17.

The MAGIC Marketplace will run from Feb. 17-19.