BO DEREK DIVES IN: Model/actress Bo Derek hopes to score a 10 with her first venture into fashion — a new swimwear line called Bo Casa, to be in stores in July.
Derek has hooked up with Bodacious International, a Fort Lauderdale, Fla., swimwear firm, to market the line, which will wholesale from $35 to $65, according to Lauren Progosh, chief executive officer of the swimwear company.
The outdoor and print campaign, shot by Derek’s husband, John, and created by Hawthorne Advertising, Fort Lauderdale, will break in March.
Bo Derek, along with Progosh and his sister Lynda, the chief designer and product manager, were on hand to show the designs and ad campaign on Feb. 11. at Granville Restaurant and Lounge in New York.
The contemporary line targets the woman from 22 to 45 years old — someone who wants to show off her body, but still wants plenty of coverage.
“It personifies Bo’s lifestyle and attitude,” said Tony Johnson, vice president and sales manager of Bodacious International. “Bo is a 40-year-old contemporary woman.”
The line, which features pareos, skirted suits and two-piece designs in textured tricot fabrics, is expected to do a wholesale volume of $25 million to $28 million for the first year, said Johnson.