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After a decade of asking celebrities the red-carpet requisite “Who are you wearing?” Giuliana Rancic is ready to roll out more everyday styles through her new label for HSN.
This story first appeared in the May 29, 2012 issue of WWD. Subscribe Today.
The E News anchor, “Fashion Police” host and reality TV star said she sees trends before they happen, since celebrities often wear designer samples. A fan of Gwyneth Paltrow’s and Charlize Theron’s freethinking styles, Rancic created a collection that consists of a cobalt blue pencil skirt, faux fur wrap, a cropped leather jacket, printed blouse and other signature items. Retail prices will range from $30 to $130 for the label, which is being produced by Tiger J and will be sold exclusively through HSN, hsn.com and HSN Mobile.
Keen as she is about fashion, Rancic said, “I told Ginny Hilfiger and her team at Tiger J, ‘The one thing I know about fashion is that I don’t know everything about fashion, especially about design.’”
But Rancic may have a better handle on the business than most celebrities-turned-designers. When she first moved to Los Angeles, she worked in retail to pay the bills. Her father Eduardo DePandi has a signature men’s wear collection and has owned Bruno Cipriani, a Bethesda, Md., store for 27 years, running the business between the U.S. and Naples. Her older sister Monica DePandi Zuriff, who was the U.S. rep for Versace for five years, also gives her insight to the industry.
Before developing the G by Giuliana collection, Rancic ran a few ideas by her father. “He said you want to be true to your style but your clothes have to fit all types of women. You don’t want it to be too crazy. You want it to fit into their lifestyles,’” she said.
Rancic, who also appears with her husband on the reality show “Giuliana & Bill,” has a potential built-in customer base through her 2.7 million Twitter followers. To get the word out, Rancic will mention the upcoming collection on her reality show on Tuesday. She will launch her line on Sept. 21 during the finale of HSN Fall Fashion Series presented by Elle magazine.
HSN’s John Bosco, senior vice president merchandising apparel, accessories and jewelry, said, “When she was here previewing samples, she was so anxious to get some so she could wear them. She really has a point of view about every article in her collection. Giuliana is beyond into it. Her passion for the product is why it will be so compelling to have her selling the apparel on air.”
Hilfiger, design director for HSN Sportswear, has already been filmed developing the line with Rancic for the “Giuliana & Bill” show. “A lot of times when we work with Giuliana, we wind up doing it on camera,” she said. “The most surprising thing about her is that she is not affected one bit. She is so friendly, honest and humble that I feel like she’s from my hometown.”