DESIGNING TEENAGER: ABC Family’s new series “Jane by Design” has teamed up with Bloomingdale’s, which wants to attract Jane’s generation of millennials. Store windows this week feature looks inspired by “Jane” and curated by Stephanie Solomon, Bloomingdale’s fashion director of ready-to-wear. “We believe our customer relates to ‘Jane,’” Solomon said. Bloomingdale’s tonight is hosting an event with a pop-up fashion exhibit inspired by the series with Erica Dasher and Andie MacDowell expected to be in attendance.
ABC Family has more designs on “Jane.” “‘Jane’ is a fashion brand ABC Family is trying to propel out there,” said Michael Riley, president of ABC Family. “We’re launching ‘Jane by Design’ as a brand franchise. There will be licensors for apparel, accessories and beauty. The products will start rolling out in fourth quarter of 2012.” Riley said the show is striving for authenticity, from the Hermès Birkin bag Jane carries — on loan from Hermès — to the brand shout-outs like Jimmy Choo. Cameos by fashion insiders will go further to help establish its credibility. Among those in line to appear as themselves this season are Stefano Tonchi, editor of W magazine, Patricia Field, Paulina Porizkova, Nanette Lepore and Betsey Johnson.
This story first appeared in the February 8, 2012 issue of WWD. Subscribe Today.