Vanilla Star is getting smart this holiday. The eight-year-old junior denim brand, based in New York, will launch its "Smart Girls Rock" motto in an ad campaign featuring Emily Osment, who plays Lilly Truscott on the hit Disney Channel show "Hannah...
The eight-year-old junior denim brand, based in New York, will launch its "Smart Girls Rock" motto in an ad campaign featuring Emily Osment, who plays Lilly Truscott on the hit Disney Channel show "Hannah Montana." The campaign, which is appearing on billboards, buses and phone kiosks in New York and Los Angeles, will run in December and January issues of Cosmogirl, Teen Vogue, Tiger Beat and Twist magazines.
"We want to be anti-Young Hollywood bad girls, which has been made so enticing to young women," said Mark Levy, partner and president of Vanilla Star. "We want to showcase the fact that you can still be beautiful and fashionable while being intelligent."
Levy said he chose 15-year-old Osment to represent the brand because she is "young, intelligent, positive and living her dream as a young actress who is a great role model for the millions of fans who support her films and television show."
In addition to the campaign, Vanilla Star is launching the Live the Dream Scholarship Fund. The proceeds from Smart Girls Rock and Live the Dream graphic T-shirts will go into a Vanilla Star scholarship fund. The company plans to give out five $1,000 scholarships each year based on written or video essays from customers on how they plan to live their dreams and achieve their goals.
Vanilla Star jeans, which wholesale from $10 to $18, are sold in department and specialty stores nationwide including Macy's, J.C. Penney, Belk, Against All Odds and Wet Seal. Levy said he expects sales to reach about $78 million by the end of this year.
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