Although it’s been popular with the Downtown set for years, Vena Cava has suddenly blossomed into the fashion industry’s homecoming queen. A recent issue of Us Weekly devoted a front-of-book spread to the label—specifically to Blake Lively, who appears to be working her way through the entire fall collection. A few weeks earlier, designers Lisa Mayock and Sophie Buhai were named CFDA/Vogue fashion fund finalists. Soon after, a partnership with footwear giant Via Spiga was announced, which will see Mayock and Buhai create a capsule shoe collection based on their spring ready-to-wear line. In exchange, Via Spiga will sponsor Vena Cava’s shows for the next three seasons, ensuring an all-important place in the tents at a crucial point in the brand’s life cycle.

This may seem like a fortuitous case of marketing synergy, but it’s all part of Mayock and Buhai’s plans to create the next great American lifestyle brand. “Vena Cava has proven its staying power because there is nothing trendy about it,” explains Zoe Schaeffer of LA’s Presse boutique, a longtime champion of the label. “The line has a designer look that tends to be more sophisticated than fad-driven, at a price that speaks to shoppers in a down market. By staying true to their vision and keeping a continuity each season, Lisa and Sophie have created a brand that will be successful in crossing into footwear and other markets.” With a winning spring/summer ’09 collection as well as jewelry, handbags, eyewear and even an umbrella line rumored to be in the works, it looks like Vena Cava’s star has only started its ascent.

For more information, see www.venacavanyc.com.

—Erin Magner