This year is a big one for Kenneth Cole. To coincide with the 30th birthday of his eponymous line, the designer has also decided to launch a new higher priced line targeted at a more fashion-conscious collection.

The collection titled Kenneth Cole Collection is currently being shown to editors in New York but will be available in stores come July. In the meantime though the designer has released a behind-the-scenes video where he showcases some of the pieces from the collection like a selection of sunglasses, great outerwear and heels.

Despite the collection being targeted at a more fashion conscience customer, in the video Cole emphasised that the line is all about quality statement pieces that will see you from season to season. 'Nobody empties their closet at the end of every season,' he explains. 'We look for very special pieces to complement that which we already own and that which we hope to own. So the collection is meant to be one of those special pieces — or more.' With that in mind then the prices, which come in at $400 for dresses to $900 for outerwear, are significantly more expensive than his mainline which retails for $150 to $450.