By and  on February 7, 2007

Playboy Enterprises continues to pump up the bunny.

The media company recently launched a Web site  geared toward women, in its ongoing effort to build a fashion business and compete more effectively against retailers such as Victoria's Secret and Fredericks of Hollywood.

Meanwhile, it is embarking on a project, Rock the Rabbit, under which 20 bands will customize T-shirts as part of an aggressive marketing program. The project will be featured in a marketing plan that will begin with a six-page feature photographed by rock star specialist Mick Rock, whose work includes portraits of David Bowie, Deborah Harry, Lou Reed and Iggy Pop. Six of the bands – Flaming Lips, The Thievery Corporation, Metric, Kasabian, Rhymefest and Whitestarr  –  will be featured in the fashion pages of Playboy magazine's March issue, which hits newsstands Friday. L'il Jon will be featured in a Q&A in the magazine.

The concept behind the campaign - customized T-shirts designed by rock stars and their bands rendered in rabbit-head themes emulating fun, style and the good life –  will also be featured in a Rock the Rabbit party hosted by Dennis Hopper on Feb. 14 at Rain at The Palms Hotel in Las Vegas. Rhymefest and Whitestarr, whose musicians include Cisco Adler, the son of rocker Lou Adler, and Alex "Orbie" Orbison, the son of the late Roy Orbison, will perform at Rain.

Other bands that will be featured on and who have created T-shirts for men and women include Soulwax; Oh No, Oh My; Trainwreck Riders; Home Video; Your Vegas; Dean & Britta; Stellastarr; Monsters are Waiting; Tahiti 80; Johnossi; Illinois, and The Bronx. At the end of February, consumers will be able to log onto and talk to the bands, read their interviews and buy their T-shirts on-line.

The limited-edition T-shirts, which will retail between $45 and $60, will be displayed at the Playboy booth at next week's WWDMAGIC trade fair in Las Vegas. Whitestarr's T-shirts will also be sold at the Playboy Concept Boutique at the Forum Shops at Caesars Palace, where their CDs will be sold and the musicians will sign autographs.

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