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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast