Whether piloted by a bevy of blondes with their own reality TV shows, a teen songstress or a male rapper who’s behind some very women-friendly denim, celeb lines are threatening to steal the limelight at WWDMAGIC.
“[The show] is obviously a reflection of what’s going on in the marketplace, and there are just more celebrity lines out there than ever before,” said a MAGIC spokeswoman. “Companies have seen the success of celebrity-powered lines in the streetwear market, so now people in other categories are launching them as well.”
The spokeswoman said she’s confident that star-powered lines have already proven to have staying power. “Sean John, Phat Farm, JLo…those are all formidable powers in the apparel industry, and that’s showed people that celeb lines aren’t just a fad. We haven’t reached the saturation point yet. People assumed we have, and we haven’t — we’ve just seen lines with a broader reach.”
Vendors using the show as a launchpad say WWDMAGIC has certain star qualities of its own.
“MAGIC serves as a great platform for exhibitors to showcase their brands. There are a number of key buyers, media and industry insiders and influencers on-site throughout the duration of the show,” said Randi Shinder, president and founder of Dessert Beauty, Jessica Simpson’s cosmetics line, which bowed at WWDMAGIC’s February edition.
Here’s a roundup of the celebrity lines — and in some cases the celebs themselves — slated to be on the show floor.
OK, so she’s not quite a celeb herself, but as the daughter of glam-o-rama romance author Jackie Collins and the niece of actress Joan Collins, Tiffany Lerman does have a certain amount of Hollywood cred.
Lerman’s line of diaper and cosmetics bags, called Chester Handbags, will feature honeysuckle and sweetpea prints, as well as multicolored stripes and Fifties-inspired florals and graphics. Silhouettes range from a basic makeup bag at $11 wholesale to a vinyl and nylon diaper bag that packs bottles, a cosmetic bag and a changing pad, among other goodies, into a compact 12-by-13-inch frame, at $62 wholesale.
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