Craig Conover Teams Up with Belk for Dream Summer Collection

Craig Conover’s entrepreneurial journey has taken him from a reality TV pillow punchline to a legitimate lifestyle brand founder. Now, the “Southern Charm” star is reaching a new milestone with his biggest collaboration yet: a summer and holiday capsule collection with Belk, the iconic Southern department store, and their Crown & Ivy brand.

Conover recently spoke to EntertainmentNOW about his Sewing Down South brand expanding into clothing, beach gear, and even holiday apparel—proving that his design vision stretches far beyond throw pillows.

A Full-Circle Fashion Moment for Craig Conover

Conover always had his eye on fashion, even if his sewing skills began modestly.

“My desire was always to make clothes,” Conover told us exclusively. “I had never been taught how to actually do that—only how to make a pillow in home ec. But to be able to finally do a clothing collection is a dream come true.”

The collaboration with Belk came together naturally, thanks to Conover’s love of Charleston style and Southern living—something Belk also champions. “This is kind of my return-to-Charleston collection,” he said. “Their brand really understands the pastel palette and lifestyle that I love about this city.”

The Summer 2025 collection includes over 100 items, ranging from men’s and women’s apparel to towels, beach chairs, and even a tennis outfit. One standout? The men’s bathing suits, which Conover proudly designed for himself. “I was very adamant about them having a soft, comfortable lining,” he said. “I wore them the whole time on vacation—even though they don’t hit stores until June 4th.”

In addition to being available online, the full collection will also be featured at a Belk pop-up shop, next door to Sewing Down South, in Charleston beginning June 4th. On June 7th, Conover will host a launch event and meet fans in person. “We’re turning the space next to the store into a mini Belk,” he said. “If you want a signed item or photo, I’ll be there all day.”

A Sewing Down South Holiday Collection Is Coming Too

While the summer drop is big, Conover’s holiday collection with Belk might be even more meaningful. A self-proclaimed nostalgic at heart, the Bravo star said designing festive pieces that avoid “tacky Christmas sweater” territory was a personal goal.

“There’s just a coziness that comes with the holidays,” Conover shared. “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.”

He also revealed that his mother and her teacher friends contributed design input, particularly when it came to sundresses and seasonal pieces, making it a true family affair.

Craig Conover: From Clip Art for Patricia Altschul to Full-Fledged Pillow Magnate

True “Southern Charm” fans remember the infamous clip art pillow moment from season 5, so few could have predicted that Conover would turn his passion for sewing into a full-fledged brand partnership with a major retailer. Even fewer imagined him getting a stamp of approval from the show’s queen bee, Patricia Altschul.

“Patricia was actually the only cast member to come to my store opening,” Conover said. “She brought her friends, and she’s always supported me—she even had me decorate a recent event at her house with pink flamingo pillows, which inspired a whole line.”

From flamingo pillows to complete fashion collections, Conover’s journey proves that betting on yourself pays off. “I always had this grandiose way of thinking,” he said. “And even though no one else could see it at the time, I just believed in myself.”

Craig Conover is currently filming season 11 of “Southern Charm.”

Tell us! Will you be heading to Charleston in early June to hit the Belk/Sewing Down South pop-up shop? Let us know in the comments below.