Shop Talk

Retailers, consumers and prices

Check Out Line: Oops, Britney designed her first clothing line

June 30, 2010

spears1Check out the latest celebrity designed clothing line.

Pop princess Britney Spears is launching her own fashion collection that targets the schoolgirl crowd. (Editor’s note: Can I say I am relieved my daughter is only 5 and unaware of this development?)

Spears, whom Forbes magazine once ranked the most powerful celebrity in the world and still ranks No. 6, has designed her first collection of clothing and accessories for Iconix Brand Group’s Candie’s brand, for which she has been the face the past three seasons.

The juniors’ collection, called “Britney for Candie’s,” will be sold exclusively in Kohl’s stores starting July 1 to kick off the back-to-school shopping season. (Pencils, check. Backpack, check. Britney-designed little black dress, must have!)

“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,” Spears said, adding the collection was inspired by her favorite music and movies.

Can Spears, who rocketed to fame as a teen 11 years ago with hits like “Oops …  I Did It Again” and “Baby One More Time” before suffering a high-profile meltdown in 2007 and early 2008 that included stints in psychiatric care, an ugly divorce, shaving her head and partying without panties, give Kohl’s a boost in the critical back-to-school shopping season? If all 5.2 million of her followers on Twitter come out, that would be a nice start.

Iconix will do its best to make Britney even more of a global brand name powerhouse as it plans to open specialty stores for the Candie’s brand in China.

And if you just can’t wait for the clothing line to go on sale, there are websites that allow you to dress Britney yourself.

Also in the basket:

American Greetings misses Street view

Monsanto quarterly profit falls 45 pct

Aldo to open 600 shops in JCPenney stores

P&G to build $176 mln diaper factory in Egypt

Barry Callebaut sees growing appetite for chocolate

Kraft revamps developing markets after Cadbury

General Mills outlook disappoints; shares fall

(Reuters photo at Teen Choice 2009 Awards)

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