LOS ANGELES — Warner Bros. is banking on celebrity designer Nicky Hilton to help its Tweety property take flight at retail.
The studio today announced at the Licensing 2006 International show in New York plans for a long-term relationship with Hilton, who will create a variety of high-end apparel and accessories under the label Tweety Designed by Nicky Hilton to roll out exclusively in pop-up stores in key markets next spring before a multi-tier retail launch.
"We are trying to get away from character licensing and compete on a lifestyle level," said Brad Globe, president of Warner Bros. Consumer Products. "It has to be an integral part of our business now. While mass marketing will always be extremely important in generating revenue, it's not necessarily an effective way for some characters to execute in the fashion arena."
Enter Hilton, 22, who has proved her design mettle with her Chick by Nicky Hilton and Nicky Hilton Beverly Hills lines, as well as a collaboration with handbag company Samantha Thavasa, and with a new boutique hotel opening in Miami this summer.
"Her celebrity raises the profile of our brand and provides a segue into the fashion world," Globe said.
Hilton said the deal was a no-brainer.
"I couldn't refuse the opportunity to work with such a powerful company, plus I've grown up with this character. Tweety was actually my nickname when I was little," she said.
Hilton plans to design cashmeres, a luxe leather bag, shoes and T-shirts, hoodies and tank tops with "my take on the character." She confirmed that her designs will incorporate the image of the famous canary, as well as the signature yellow hue.
Two or three temporary stores will appear in various key districts such as Manhattan's SoHo or Robertson Boulevard in Los Angeles and will stay open for about six weeks.
"The point is to basically raise awareness and make it kind of exclusive for a short period of time. It's like, 'Come and get it now, otherwise it's gone,'" Hilton said. "I like that idea so you don't get sick of it. I'm all about one-offs."Warner Bros. declined to give sales projections for the new lines, but Globe said, "It's very small in a revenue sense, but in terms of importance it's disproportionately important. If you want to be cool and platform your property, you have to do these kinds of things."
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge
Jewelry label @alisonlou has made a name for itself with fine jewelry that speaks to the Millennial market. Now @twallz21 reports that the label is bringing those playful ideas to a new affordable line of lucite hoops with the launch of Loucite by Alison Lou. Here’s a look from the line modeled by @emrata. #wwdaccessories
@sarahjessicaparker and @gilt are teaming up on a bridal ready-to-wear line. Tomorrow, Parker will launch SJP by Sarah Jessica Parker Bridal — and as part of the launch, Gilt will offer 15 exclusive styles from the SJP by Sarah Jessica Parker footwear collection that were designed to complement the new line. Made out of 10 styles, the line is designed for a variety of occasions, from bridal showers to receptions. Get more details on WWD.com #wwdfashion