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Miss America Pageant Taps Catalina Brand

The original swimwear sponsor of the beauty competition will launch a retro-inspired collection called Miss America by Catalina.

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Two of America’s best-known brands are back together: The Miss America Pageant and Catalina, the original swimwear sponsor of the beauty competition created in 1921.

Catalina, which is celebrating its 100th anniversary this year, will be the official swimwear sponsor of the 2013 Miss America competition, airing live on ABC on Jan. 12 from Planet Hollywood in Las Vegas. The pageant first aired on TV in 1954 and was first telecast in color in 1966.

Catalina, a division of New York based In Mocean Group, will launch a retro-inspired swimwear collection called Miss America by Catalina. The custom-designed swimwear will be worn by all 53 contestants during the lifestyle and fitness competition.

The Miss America by Catalina collection will be available for purchase beginning in January exclusively at Wal-Mart, a longtime retail partner of Catalina, and on walmart.com. Suggested retail will be less than $20 a piece for separates and less than $30 for one-piece styles. Sizes will be S to XL.

“As we prepare for this year’s Miss America competition, we are proud to have our contestants introduce the new Miss America by Catalina collection. Catalina’s dynamic swimwear styles will add a fresh, new dimension to our lifestyle and fitness competition,” said Art McMaster, president and chief executive officer of the Miss America Organization.

Catalina’s design inspiration for the Miss America by Catalina collection is retro glamour that’s been updated with modern styling. Embellishments such as gold trims and rhinestones as well as jewel tones including solid coral, hot pink and teal, and black and white on a soft, shimmering fabrication will be central to giving the contestants and the collection a strong stage presence. There will also be tonal snake print with metallic flecks. Silhouettes will include bandeau tops, triangle bikinis, and one-piece suits with cut-outs. Key styles to be sold at Wal-Mart will include a wider range of silhouettes such as tankinis and additional one-piece suits in the same colors and embellishments worn by the contestants.

Zvi Ben-Haim, president of In Mocean, said the Catalina brand is returning to its roots by aligning with the Miss America Pageant.

“Catalina and Miss America share such a rich history, both individually and collectively, and together celebrate these women not only for their glamour but also for their achievements in life,” said Ben-Haim.

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