When it comes to style, Ellen DeGeneres has an eye for sophisticated simplicity, something that lasts without being basic. So it’s a natural fit that with her new lifestyle brand called ED and her mass appeal, that DeGeneres has hooked up with Gap.
In August, the GapKids x ED apparel collection will launch for the back-to-school selling season, WWD has learned. Gap described GapKids x ED as “an apparel collection and social movement…designed to help all girls realize they have the power to do extraordinary things.”
The collection starts selling Aug. 17 on gap.com, in all GapKids stores in the U.S. and in select stores in Canada, the U.K., China and Japan. GapKids x ED is expected to display a full girls collection, with tops, bottoms and outerwear, as well as a small assortment for boys and adult.
“I am thrilled that my lifestyle brand, ED, is partnering with Gap to encourage young girls to pursue their passion, whether it’s math, science, sports or the arts,” said DeGeneres. “Following my passion allowed me to be exactly who I am today – a talk show host with a vibrant side business as a party mime.”
Jeff Kirwan, Gap global president, said the tie-in with DeGeneres “enables us to champion girls…true to our brand’s heritage, which has long stood for supporting youth in a way that unleashes their potential.”
Following the fall delivery, there will be holiday 2015 and spring 2016 deliveries. “We know our customers love Ellen as much as we do,” said Kirwan.
Meanwhile, the ED Web site launches in mid-June with home products, ready-to-wear and accessories. Degeneres also sells products on QVC through her ED On Air collection primarily consisting of seasonal decorative accents, gift ideas, holiday trim, garden essentials and tabletop.