It's almost go time for a new round of delebrities — celebrities as designers.
The trend doesn't seem to be slowing, as the newest crop of actors and entertainers prepare to enter the industry and unveil their lines for fall. LL Cool J will hit Sears stores with a full range of apparel for juniors, young men and children; Avril Lavigne will launch her Abbey Dawn line at Kohl's; Rachel Bilson's Edie Rose for DKNY Jeans brand will take the floor at department stores, and Kristin Davis will soon be selling her line on the better floor at Belk.
While the track record of celebrity apparel lines has been filled with missteps — Jennifer Lopez's collection has gone through numerous iterations; Beyoncé Knowles' House of Deréon line had a slow start; Eve's Fetish collection never succeeded, and Diddy's women's line never got off the ground — the allure of the category hasn't dimmed. Retailers are responding by securing these personalities with exclusive lines intended to generate buzz for the stores.
"From Wet Seal to J.C. Penney, stores are all looking for the next big thing to be able to bring in new customers," said Michelle Roback, a sales executive with Jerry Leigh, a licensing firm in Los Angeles that had a major role in the deal between Lavigne and Kohl's. "Bringing in this sort of talent can certainly do that for these stores."
But the forecast is mixed as to how these brands will perform once they hit the sales floors.
"Avril has her own funky style....But I'm not sure I could see her making supergirly dresses if the trends move in that direction, so I really don't see this brand as a long-term thing," said Lisa Chase, founder of CelebrityEverything.com, a Web site for the celebrity-obsessed crowd.
Chase sees LL Cool J working well for guys, since he "has the best pecs in Hollywood." However, she isn't sure a junior apparel line from LL Cool J would work quite the same way.
"With all the competition out there, I really can't see girls seeking out clothing from LL Cool J for themselves to wear," she said. "Rachel Bilson, on the other hand, is a modern classic. She has great style and girls will want to dress like her. I could see her line lasting a long time."
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)