"The group is a real mix of talent with designs in day and evening dresses, sportswear and accessories," said Sheila Kamensky, Rich's fashion director, adding that Rich's may stock some of the designers, depending on response. The store already carries sportswear by Jamie Herzlinger, organizer of the collective.

"This is a test for them and for us," said Kamensky. Along with Herzlinger, the designers are: Ildi Marshall, dresses; Richard Mishaan, sportswear; Ingrid Luhn, dresses; James Purcell and Fabian Molina, evening wear; Elaine Armstrong, millinery; David Salvatore, jewelry and accessories; Jennifer Bawden, evening wear, and one other designer to be announced. Prices range from $150 to $2,000 in apparel and $80 to $300 for accessories.

The event will be in the Lenox Square store's Regency Shops and will include informal modeling. The 10 designers will be on hand to talk with customers, Kamensky said, and will also be guests at a cocktail party Thursday night. 

Rich's is promoting the two-day show with newspaper advertising, store signs and invitaitons mailed to Regency Shop customers.

The Next Generation has 27 members. Members of the collective must have been in business one year and hve shipped at least two collections. Designers with more than five years in business are not eligible to join, she added.