Britney Spears forays into fashion designing

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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Posted in britney , Britney Spears , Candie , Candie's apparel , Design , Designing , Fashion , fashion designing , spears

'Britney Spears Through The Lens' for Candie's

Iconix Brand Group, Inc. unveiled its spring 2010 marketing campaign for its junior brand, Candie's, which is exclusively available at Kohl's Department Stores and Kohls.com. The campaign entitled, "Britney Spears Through The Lens," showcases international superstar Britney Spears as seen through the lens of three famed photographers: Annie Leibovitz, Mark Seliger and Terry Richardson. Each iconic photographer shot Spears at Paramount Studios in Hollywood late last year.

Britney Spears commented, "Annie, Mark and Terry are three of the biggest photographers in the world, I am honored to be working with them for my Candie's Only at Kohl's ads. It was an amazing shoot and I know my fans are going to love the cool images."

The campaign, a series of photographs of Spears as seen through the lens of each master photographer will debut with a four-page insert in the April issue of Seventeen Magazine as well as online at candies.com and Kohls.com. Each photographer has their own unique and trademark style. Annie Leibovitz's photograph features Spears against an industrial backdrop, Terry Richardson photographed Spears on a plain white set with colorful props, while Mark Seliger created elaborate sets. Seliger's first set was a French burlesque inspired pink dressing room and the second was a custom designed pink Harley-Davidson motorcycle against a perfect blue sky and green grass background.

"This is the most exciting shoot we have ever produced for Candie's. We have three master photographers: Annie Leibovitz, Mark Seliger and Terry Richardson shooting the biggest pop star in the world, each in their own iconic style," stated Dari Marder, chief marketing officer, Iconix Brand Group.

Julie Gardner, Kohl's executive vice president and chief marketing officer, stated, "The new Candie's spring advertising campaign is innovative, authentic and provides a unique brand expression in the marketplace. We are confident this will resonate with our junior shoppers who trust Candie's to provide style and value."

The "Britney Spears Through The Lens" campaign will be seen in fashion magazines, outdoor billboards, in-store, circulars, online and direct mail. 

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Posted in Annie Leibovitz , Britney Spears , Candie , hollywood , iconix , lens

Sexy Britney Spears to remain rock for Candie’s & Kohl's

Iconix Brand Group, Inc. announced it has renewed its exclusive partnership with international icon, Britney Spears for its Candie's brand, which is available only at Kohl's Department Stores and Kohls.com. Spears will appear in the Candie's only at Kohl's marketing campaigns throughout 2010.

Commenting on the partnership, Britney Spears stated, "I had a great experience working with Candie's and Kohl's last year and I am thrilled to be asked to sign on again for a second year. We're planning some very cool photo shoots and I can't wait for my fans to see them."

Dari Marder, chief marketing officer, Iconix stated, "We had such a successful year with Britney in 2009 that we wanted to keep the momentum going and offer our Candie's customers new, exciting campaigns with Britney in 2010. Britney has been a great partner, truly embracing the brand, and we know her fans worldwide will love what we have coming next."

Julie Gardner, Kohl's executive vice president and chief marketing officer, stated, "We are excited to have Britney Spears represent the Candie's brand for another year and are confident this year's campaign will be another success. Our customers embraced Britney as the face of Candie's and know they can count on the brand to deliver quality and style at a great value."

Details on the spring 2010 Candie's only at Kohl's marketing campaign will released next month.

During her 10 year career, Britney Spears has had 5 albums debut at the #1 spot on the Billboard Top 200 Albums chart, as well as 23 Top 40 hits on the Billboard Pop Singles chart. Worldwide, Britney Spears is one of the top-selling artists of the last decade, constantly topping charts with her albums..

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Posted in Britney Spears , Candie , fashion trends 2010 , Kohl , rock , Sexy Britney Spears