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NEW YORK – Rachel Zoe will launch her own fashion brand, thanks to a deal with manufacturing and sourcing giant LF USA.

Nothing is designed yet, but Zoe, who is in the process of hiring a design team, said, “You will definitely see me in the clothes. Like, you will absolutely see my trademark pieces. I’ll definitely do faux furs and incredible leather jackets and great trousers. But I’m catering to a broader audience.”

This story first appeared in the June 16, 2010 issue of WWD. Subscribe Today.


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Thanks to her Bravo reality show, “The Rachel Zoe Project” (season three airs Aug. 3), that audience is largely built in. The second season drew an average of 1 million viewers, who are by now well versed in Zoe’s signature look: famously overaccessorized and anchored in sunny, Seventies glam. Add to that her sparrowlike frame and tumbling blonde hair, a million strands of which are carpeting the carpet of her suite at the Trump Soho, and the package has made her an easy target. She’s a girl girls love to hate.

“I’ve been burned more times than one could count,” said Zoe. Too many times. That’s my own fault for being a bit naïve, but I can tell you it won’t happen again. I can tell you that you just got to keep 10 eyes open. You do. And, I think, as a woman, people want to see women go down a little quicker.”

But behind the fabulous fashion and “Oh my God!,” Zoe knows how to operate. “The bottom line for me is if I’m passionate about it, I will sell it like crazy because I love it,” said Zoe.

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