Mudd Gets Curvy With Ashanti Mudd jeans will offer juniors with curvy figures a new line of affordable but fashionable fits this fall, backed by the company's first celebrity-driven launch campaign.
Delicious Curves by Mudd will hit stores such as Filene's, Kohl's, Macy's and Mervyns in November, targeting a portion of the 15- to 24-year-old market that has been overlooked, according to Dick Gilbert, founder and chief executive officer of the New York-based junior line.
"We knew there was a huge void at the $38 to $42 price point," said Gilbert.
Ashanti, the 24-year-old R&B singer who has signed on to be the face of Delicious, said she is not only a denim lover, but understands how difficult finding the right fit for an affordable price can be.
"It's always hard for me to find jeans that fit the perfect way without having to get them tailored," said Ashanti.
The designs are drastically different from the core Mudd product, according to Gilbert.
"The point is, it's not big, it's curvy," said Gilbert.
Delicious will be available in 18 styles and four to five washes and will feature embellishments such as embroidery, rhinestones and cutouts. Rises will be slightly higher than the core Mudd design and higher in the back, so the jean fits flat against the back, rather than standing upright and producing a gap.
Initial response to the line has been strong.
"We've booked $2 million right out of the box from the August market," said Gilbert. "I believe we'll do between $18 million and $20 million in the next 18 months."
Ashanti's endorsement is that of a denim aficionado.
"I am such a jeans person," said Ashanti, naming True Religion, Marc Jacobs and Diesel as a few of the brands she wears. "I have two closets and one is loaded with jeans. I even had to add extra shelves to hold them all."
Fit and price were the standouts of Delicious, said Ashanti.
"I think one of the most important things is the price point," said Ashanti. "It's affordable and looks hot. It's all about what looks right on you and not having to spend two arms and two legs on a pair of jeans." — Ross Tucker
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