Stacy London Teams Up with HFS to Share Style Secrets

In What's New, Industry News by Accessories Staff

Stacy London, new brand ambassador for HFS

Stacy London, new brand ambassador for HFS

New York and Minneapolis— Hollywood Fashion Secrets (HFS), the creator of Fashion Tape and the Style Essentials category with its range of beauty and fashion solutions to help women solve their pesky styling challenges, is looking to share some secrets. With a little help from Stacy London, best known for her co-host role for more than a decade on fashion reality show, “What Not To Wear,” and author of The Truth About Style.

HFS this week announced it had signed with London to serve as its style ambassador.

‘Tricks of the Trade’

While the two parties said the exact details of the collaboration activities are not finalized, but are expected to include fun and useful how-to-use online videos featuring London sharing style secrets, social media engagement, PR, events, new product development and merchandising. Additional terms of the deal were not disclosed.

“We all know the importance of accessories—shoes, handbags, belts and jewelry—to complete an outfit, but what most women don’t know are the tricks of our trade that help us all look perfectly put together,” said London. “HFS is a company founded by women for women and for more than a decade this team has been dedicated to product innovation to help women solve common, annoying beauty and fashion challenges. They have created a collection of useful, everyday products— expert short-cuts—that empower women to style themselves with ease, which allows them to feel more confident and certain.”

HFS was founded on a similar share-the-secret idea more than a decade ago when a gaping cardigan was closed with double-sided tape by an industry insider and friend of the founders. This “aha moment” has now led to an array of Style Essential products – a collection of 30-plus items–featuring such must-have products like the Hip Hugger “back-belt” to close the common back-of-jeans gap; Boot Straps for a smooth look when wearing the tuck-in trend; Silicone CoverUp nipple covers important to “deperkify” when going braless or wearing an unpadded bra; Bra Converting Clips to instantly convert the traditional bra into a cross-back style, as well as Deodorant Removing Sponge, Sweater Saver and more. The team continues to innovate every day to bring new products forward including the just-launched Eye Makeup and Nail Polish Remover Swabs and purse-ready Perfume Atomizer – smart new beauty essentials.

“This collaboration with Stacy London, a trusted advisor and style empathizer to millions, is a game changer for our business and for women everywhere,” said Jane Dailey, co-founder and president of HFS.

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