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Adam Levine Adds Women’s to Kmart Line

Adam Levine’s female fans can now also wear a piece of his clothing.

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NEW YORK — Adam Levine’s female fans can now also wear a piece of his clothing.

This story first appeared in the April 8, 2014 issue of WWD.  Subscribe Today.

The lead vocalist of Maroon 5, coach on NBC’s “The Voice,” and People’s Sexiest Man Alive for 2013, is launching a women’s collection in time for summer to add to his namesake men’s wear at Kmart. The first season, launching Thursday, captures a casual aesthetic that mirrors Levine’s own style. Among the colorful and printed looks are kimono tops adorned with florals, twill shorts, a lace blouse and a languid Aztec pattern dress. Denim rounds out the assortment.

“My vision for the women’s line was to create a collection that I would like to see a woman wear,” Levine said. “I love a free spirit so I wanted the clothes to have a relaxed and casual side to them. It’s effortless and classic. And in my opinion, classic is never boring.”

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The apparel is priced from $12.99 to $29.99, with accessories from $6.99 to $29.99. “I love a girl who can rock a man’s shirt with a pair of jeans,” Levine added. “I always think a woman looks the best when she doesn’t overdo it. I wanted to have pieces in this collection that any woman can wear effortlessly and still look great.”

Levine is doing more than just design. As part of the collection, members of Shop Your Way, Kmart’s loyalty program, can access exclusive content, and the singer will host “Style Chats” that allow customers and fans to ask him questions about the line and his personal style.

The collection will be distributed to 500 Kmart stores across the nation, and is also available at shopyourway.com.

“His effortless, cool approach to dressing is perfect for expanding his brand universe into women’s wear,” noted Bernt Ullmann, president of Sears Holdings Corp.’s Shop Your Way Brands. “Now all his female fans can be part of the lifestyle.”

That would include Behati Prinsloo, the Victoria’s Secret model and Levine’s fiancée, though the singer has a specific look for her in mind. “She always looks great in a T-shirt and jeans,” he said. “So I would go with that.”

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