More than a thousand excitable tweens and teens — along with their patient chaperones — showed up to meet Selena Gomez at the 34th Street Kmart in New York last week. The Disney star was there to support her Dream Out Loud fashion line, which launched in nearly 1,400 Kmart stores in August. Gomez signed more than 600 autographs for fans, who were not required to make a purchase to meet her. Among the throngs was actress Julianne Moore, there with her daughter Liv Moore, an enthusiastic Gomez fan.
“It’s crazy and so great. All of my hard work has truly paid off, and I feel so happy,” said Gomez, 18, of seeing the clothes in stores. “I’ve always wanted to do a line. It was about finding the right company to partner up with, and I think Kmart truly got what I wanted to do with my fans. I didn’t just want to slap my name on it. I wanted it to be real clothes that real people could wear. My mom wears some of my shirts. I wanted to make a really good-quality clothing line, and I think Kmart really understood that.”
Robin Creen, chief marketing officer for Kmart Apparel said the Dream Out Loud launch has exceeded expectations. “It has been our number-one brand in juniors. It’s blowing through and exceeding plan,” she noted.
Dream Out Loud footwear will ship to Kmart stores in October, and jewelry will be added in November, added Tony Melillo, creative director for the line. Melillo is also a partner in Cynosure Holdings, a branding company that holds the master license for Dream Out Loud in a joint venture with Adjmi Apparel.
According to sources, the brand is on track to ring up more than $100 million in retail sales in its first year at Kmart.
Gomez — who is leaving the Disney show “Wizards of Waverly Place” after this season to focus on her burgeoning music and movie career — was fresh off appearing on “Good Morning America” earlier in the day. She sang two of her hit songs, “Round and Round” and “A Year Without Rain,” on the ABC morning program.
Next year will see the release of Gomez’s “Monte Carlo” movie, which follows up her co-starring role in “Ramona and Beezus” earlier this year.
Fellow singer Jessica Simpson’s fashion ventures are one inspiration for Gomez. “When it comes to daily wear, I love Jessica Simpson. She kind of has the same vibe of making really great clothes that she knows her fans will really love,” she explained.
When it comes to high fashion, Gomez singled out Marchesa and Christian Cota as her favorite designers. “I just love Marchesa’s clothes so much. I would love to meet them. I would freak out. And I love Christian Cota. Those are my favorites,” she said.