Sears Holdings Corp. has created Shop Your Way Brands, which will focus on developing entertainment-driven fashion and lifestyle brands. Heading up the business unit is Bernt Ullmann and his team at Star Branding, whose partners include Tommy Hilfiger, Andy Hilfiger and Joe Lamastra.
The business unit kicks off with new collections by Adam Levine and Nicki Minaj, two new celebrity lines that will be available exclusively on ShopYourWay.com and in Kmart stores. Minaj held a press conference last month in Los Angeles to reveal her new apparel and accessories collection for Kmart, which will available in October at select Kmart stores and at ShopYourWay.com/Nicki. On the Web site, Minaj interacts with fans and shares updates and behind-the-scenes video showing how she creates the collection. Levine is designing a men’s apparel collection called 222 by Adam Levine, also launching this fall.
Ullmann and his team will manage the brands and deliver collections that are expected to inspire a social conversation on the ShopYourWay.com social shopping platform. Details on which firms are manufacturing the collections will be divulged at a later date, said a Sears spokeswoman. She noted that other celebrity brands could eventually be added to the business unit.
Levine, front man of pop rock band Maroon 5, is a judge on “The Voice,” which is currently airing its fourth season, and Minaj, a rapper, singer, songwriter and television personality, is a judge on season 12 of “American Idol.”
“Under Bernt Ullmann and his team’s leadership of this new business unit, Shop Your Way Brands will offer exciting new merchandise reflecting the authentic personal style of iconic artists from the worlds of music and entertainment,” said Edward S. Lampert, chairman and chief executive officer of Sears Holdings.
“Our proven ability to create compelling entertainment-based lifestyle brands combined with Adam Levine and Nicki Minaj’s significant talent, and Sears Holdings’ visionary position in retail and online communities, create a powerful fashion proposition for the consumer,” added Ullmann.
Shop Your Way is a social shopping experience where members have the ability to earn points and receive benefits across a variety of physical and digital formats through ShopYourWay.com.
LF USA and Star Branding continue to be partners in Music Entertainment Sports Holdings (MESH), a division of LF USA. The first deal signed by MESH was Jennifer Lopez and Marc Anthony’s lifestyle fashion venture with Kohl’s Corp. Star Branding is a holding company that is free to do deals with different retailers and companies. LF USA is not involved in the Sears deal.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)