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.
Issa Rae stopped by WWD's NYC headquarters to talk about season two of "Insecure," which premieres this Sunday on HBO. Click link in bio for all the details. #wwdeye (📷: @jgreenery; Styled by @mayteallende)
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"