New York—Pop singer icon Britany Spears is exercising her prerogative as a designer. And she’s hoping for a hit “one more time” in July when her “Britany for Candie’s” collection hits Kohl’s stores in time for the back-to-school selling season.
The 28-year-old chart topper is the latest pop icon to join the ever-growing stable licenses from Iconix Brand Group, which also is introducing its Madonna-and-daughter designed line Material Girl for Macy’s.
This marks the pop star’s first foray into fashion designing where she’ll be joining the likes of Jennifer Lopez, Gwen Stefani, Sean P. Diddy Combs, Jessica Simpson and Justin Timberlake, all of whom have introduced apparel or accessories lines.
The limited edition collection, which will include day and evening looks, is inspired by Spear’s favorite music and movies “personally designed by the star.”
The collection, which retails from $14 to $78, is a mixture day and evening looks: jeans to the little black dress. In addition to apparel, the collection includes handbags and jewelry all merchandised with the tagline: “Designed by me for you!”
Says Spears: “Designing was a really fun, new way for me to express my creativity and I really wanted to create something by me for my fans. I hope you guys love it.”
Includes Handbags and Jewelry “Designed by me for you!”
Noting the Candies brand’s longstanding relationship with the singer, Dari Marder, chief marketing officer at Iconix Brand Group says, “This was a great opportunity to offer Britney fans a ‘piece of her’, through this limited edition collection that has been designed by Britney for them.”
To coincide with the launch, a national marketing campaign will show Spears wearing designs from the collection along with personal handwritten notes, such as “You’ll love these jeans!” or “Love this skirt for dancing..fun & flirty.”
In addition to a TV commercial that was filmed in Hollywood and directed by famed music video director Chris Applebaum, print ads, outdoors and an online campaign will be integrated into Kohl’s back-to-school marketing initiatives.
A video of a fashion presentation Spears hosted in Los Angeles for friends, family and hand-selected fans is available at the candies.com and kohls.com.
Julie Gardner, Kohl’s executive vice president and chief marketing officer, adds: “The partnership between Iconix and Britney for the Candie’s Only at Kohl’s campaign continues to evolve in fun and innovative ways, and we are confident this new limited-edition collection will resonate with our young customers.”
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