LOS ANGELES — Warner Bros. is spinning one of its icons, the Supergirl S-shield, into a new collection of apparel and accessories geared toward girl power.
The 18-piece collection, which will launch exclusively at Intuition here for a month starting on May 10, includes tops by Junk Food Clothing and Bejeweled, a dress by Few, hats by Goorin Bros., jewelry by White Trash Charms and D'Annunzio and rubber flip-flops and ballet flats by Havianas and Crocs, respectively. Retail prices range from $23 for a T-shirt to $1,000 for a diamond pendant. The target price range is $30 to $100.
The launch collection is expected to be in other specialty and department stores this summer. It differs from previous collaborations Warner Bros. Consumer Product division has done with contemporary vendors because the newfangled S-shield — done in candy colors with girly script and graphics — is targeted at females aged 13 to 19, and isn't tied to the comic book character or a film.
"This is one of our core licensed properties, but this is a grassroots campaign that is focusing on girls of today," said Barry Ziehl, vice president, public relations and marketing, at Warner Bros. Consumer Products.
The message is simple and direct.
"Instead of looking up to a celebrity or a certain body type, this project is about empowerment from within," said Intuition owner Jaye Hersh. "In terms of product, it's not like we are reinventing the wheel, but girls can use their inner strength to figure out what looks good rather than associating this with a celebrity in a movie."
In addition, Warner Bros. has teamed up with the national nonprofit youth organization Girls Inc. of Greater Los Angeles, and a portion of sales from the kick-off party will benefit its educational programs. Athlete and model Gabrielle Reece and other members of the Girls Inc. advisory board are to attend the event.
Natalie Grof, co-founder of Santa Monica, Calif.-based Junk Food Clothing, which has produced T-shirts and hoodies for properties in Warner Bros.' stable, said, "What's really trending right now is girl power and 70 percent of our total customer is female."
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