Bebe Stores Inc. and CBS Consumer Products are partnering on a Bebe for 90210 contemporary clothing collection based on CBS Television Studios’ “90210” series for The CW.
It’s a collaboration between producers and wardrobe stylists from the show and Bebe’s creative design team. The line will be introduced simultaneously on-air and in stores. “That’s what is really unique about this. Usually, it’s so tough to match up production schedules to TV shows,” a CBS spokeswoman told WWD.
The label will launch in conjunction with new episodes of the series’ third season this fall and include styles worn by characters in the show along with products inspired by the series. “Working with the ‘90210’ and Bebe creative teams was key in developing a fashion-forward apparel collection featuring styles inspired by and seen on the show,” said Liz Kalodner, executive vice president and general manager of CBS Consumer Products.
“Partnering with ‘90210’ makes perfect sense because there is a natural synergy between our Bebe brand and the adventurous energy and sexiness portrayed by the characters in the show,” added Manny Mashouf, founder and chief executive officer of Bebe. He called the strategy an “integrated marketing and product placement initiative” that capturesthe “aspirational” spirit of the show.
There is no word yet on prices or precisely when the clothes will hit Bebe stores in the fall since they’re still being developed. However, Bebe did say there will be four collections annually, including dresses, tops, bottoms and accessories in a variety of fabrics and colors targeting “the contemporary, stylish and sexy woman.”
Both parties will support the line with marketing, including signs and high-visibility locations inside Bebe stores. The collection will also be sold on bebe.com.
CBS Consumer Products manages worldwide licensing and merchandising for a diverse slate of TV brands and series from CBS, CBS Television Studios and CBS Television Distribution, and from the company’s library of titles and CBS Films. The group also oversees the CBS Retail Store and online sales of programming merchandise.
Bebe Stores designs, develops and produces contemporary women’s apparel and accessories marketed under the bebe, Bebe Sport, bbsp, PH8 and 2b bebe labels. Bebe operates 305 stores, of which 213 are bebe units, 33 are 2b bebe, 58 are PH8 and one is a bebe accessories store. These stores are located in the United States, U.S. Virgin Islands, Puerto Rico and Canada.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)