The Southern Charm-er also revealed how his mom played a role in the much-anticipated project.
Craig Conover is “finally” fulfilling a longtime “dream.”
On the heels of several career milestones, the Southern Charm cast member shared more details about his upcoming collection for Sewing Down South — the eight-figure home goods brand he launched in 2018. The anticipated range is a collaborative effort with Belk’s private label, Crown & Ivy, and will deliver more than 100 pieces that cover men’s, women’s, and kids’ apparel, as well as accessories and home goods.
Craig Conover says he's wanted to make clothing
Craig spoke about the collection in a recent interview with Entertainment Now, explaining how the Belk partnership helped him reach another career goal.
“My desire was always to make clothes,” he said. “I had never been taught how to actually do that — only how to make a pillow in home [economics]. But to be able to finally do a clothing collection is a dream come true… This is kind of my return-to-Charleston collection. [Crown & Ivy] really understands the pastel palette and lifestyle that I love about this city.”
As seen in a few teasers, the forthcoming collection is a celebration of the Holy City and the beauty of the South. The garments were presented in eye-catching colors and bold all-over prints that nod to Charleston’s architecture and coastal surroundings.
Craig Conover's mom was involved in his latest design project
Craig revealed that his mom, Martha Conover, helped design some of the Sewing Down South x Crown & Ivy garments, including the sundresses she sported in a Mother’s Day promo.
“I can’t wait to wear this collection all summer long,” Martha was quoted.
Martha and her friends also contributed to the Sewing Down South x Crown & Ivy holiday collection, which will be released in October.
“There’s just a coziness that comes with the holidays,” Craig said. “We wanted to let people dress for the holidays but still look cool. You can celebrate in a chic way without needing to show up in a sweater covered in reindeer.”
What's next for Craig Conover and Sewing Down South?
The Sewing Down South x Crown & Ivy summer 2025 collection will be available in-store and online on June 4. In support of the launch, Belk will host a pop-up shop next to Sewing Down South’s flagship in Charleston. The event will go down on June 7 and will include a meet-and-greet with Craig.
“We’re turning the space next to the store into a mini Belk,” the Southern Charm-er said. “If you want a signed item or photo, I’ll be there all day.”
Get more details on Craig’s growing business empire and how it recently landed him at the U.S. Capitol.
