Bebe Stores Inc. and CBS Consumer Products are partnering on a Bebe for 90210 contemporary clothing collection based on CBS Television Studios’ “90210” series for The CW.

This story first appeared in the June 7, 2010 issue of WWD. Subscribe Today.

It’s a collaboration between producers and wardrobe stylists from the show and Bebe’s creative design team. The line will be introduced simultaneously on-air and in stores. “That’s what is really unique about this. Usually, it’s so tough to match up production schedules to TV shows,” a CBS spokeswoman told WWD.

The label will launch in conjunction with new episodes of the series’ third season this fall and include styles worn by characters in the show along with products inspired by the series. “Working with the ‘90210’ and Bebe creative teams was key in developing a fashion-forward apparel collection featuring styles inspired by and seen on the show,” said Liz Kalodner, executive vice president and general manager of CBS Consumer Products.

“Partnering with ‘90210’ makes perfect sense because there is a natural synergy between our Bebe brand and the adventurous energy and sexiness portrayed by the characters in the show,” added Manny Mashouf, founder and chief executive officer of Bebe. He called the strategy an “integrated marketing and product placement initiative” that captures the “aspirational” spirit of the show.

There is no word yet on prices or precisely when the clothes will hit Bebe stores in the fall since they’re still being developed. However, Bebe did say there will be four collections annually, including dresses, tops, bottoms and accessories in a variety of fabrics and colors targeting “the contemporary, stylish and sexy woman.”

Both parties will support the line with marketing, including signs and high-visibility locations inside Bebe stores. The collection will also be sold on

CBS Consumer Products manages worldwide licensing and merchandising for a diverse slate of TV brands and series from CBS, CBS Television Studios and CBS Television Distribution, and from the company’s library of titles and CBS Films. The group also oversees the CBS Retail Store and online sales of programming merchandise.

Bebe Stores designs, develops and produces contemporary women’s apparel and accessories marketed under the bebe, Bebe Sport, bbsp, PH8 and 2b bebe labels. Bebe operates 305 stores, of which 213 are bebe units, 33 are 2b bebe, 58 are PH8 and one is a bebe accessories store. These stores are located in the United States, U.S. Virgin Islands, Puerto Rico and Canada.

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