Iconix Brand Group, Inc. announced that international icon, Britney Spears, has designed her first ever collection of apparel and accessories for its Candie’s brand. The limited edition collection, “Britney for Candie’s,” will be exclusively available at Kohl’s Department Stores and kohls.com/candies starting in July to kick off the back-to-school season.
The “Britney for Candie’s” limited edition collection will be supported with a national marketing campaign including a television commercial, print ad, outdoor, online as well as being integrated into Kohl’s back-to-school marketing initiatives.
Britney Spears said, “I was so excited when Candie’s asked me to design my very own clothing collection. 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.”
This marks the pop star’s first foray into fashion designing. Spears is best known for her chart-topping multi-platinum albums and is now moving into the fashion realm. “Britney for Candie’s” is a mixture of day and evening looks, from the best jean to the must have LBD (Little Black Dress). The collection was inspired by Spears’ favorite music and movies and personally designed by the star.
The marketing campaign shows Spears wearing her limited edition collection along with her personal handwritten notes such as, “You’ll love these jeans!” and “Love this skirt for dancing…fun & flirty.” The campaign features the tagline, “Designed by me for you!”
Dari Marder, chief marketing officer, Iconix Brand Group, stated, “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. It was a natural extension of Britney’s long-standing partnership with Candie’s and we were excited to offer her this new creative outlet, as she has always been extremely involved in the fashion process on set. Our Candie’s customer will be thrilled to own exclusive clothing and accessories created by Britney.”
Spears hosted a fashion presentation in Los Angeles for friends and family to launch her exclusive collection. She hand-selected her biggest fans to be a part of the show and model her favorite looks from the line.
The print campaign was created by the Iconix in-house marketing team and shot by fashion photographer Cliff Watts, and the television commercial was produced by famed music video director, Chris Applebaum. The campaign was shot in Hollywood, CA.
Julie Gardner, Kohl’s executive vice president and chief marketing officer, stated, “We are incredibly excited to launch the highly-anticipated Britney for Candie’s collection exclusively at Kohl’s stores nationwide and Kohls.com for the back-to-school season. 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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