Today’s Fashion Headlines. April 6, 2012

April 6, 2012 • Fashion, Fashion Blog

New faces in the Cotton campaigns, Karl Lagerfeld designs helicopters and Bethenny Frankel pushes shapewear

Cotton Inc. Grabs Emmy Rossum and Camilla Belle

Cotton Incorporated is doing its own take on “A Tale of Two Cities,” with the launch of two television spots featuring singer-actress Emmy Rossum and actress Camilla Belle. The spots will highlight their respective hometowns of New York and Los Angeles and give their takes on the organization’s signature song.

Marking the fourth installment of Cotton Inc.’s “The Fabric of My Life” campaign, the aim of the commercials is to show the versatility of cotton apparel in the distinctive styles of the two cities. In conjunction with the television commercials, Cotton Inc., on its Web site, will run a multimedia tour of Rossum’s closet, a blog by Belle and behind-the-scenes footage and images from the shoots, in addition to celebrity bios and interviews and audio and lyric downloads of their new cotton songs. Rossum’s commercial will debut on Monday and run on Fox, ABC and The CW, while Belle’s is still in the editing stages.

Your Own Lagerfeld Helicopter

To spy Karl Lagerfeld’s latest surprising collaboration, listen to the skies. AgustaWestland has tapped Lagerfeld to design VIP helicopters, both the interiors and exteriors. The Anglo-Italian company, controlled by Italy’s Finmeccanica, is to initially focus on its AW139 twin-turbine helicopter, though the partnership may be extended to other commercial models. AgustaWestland said Lagerfeld’s “creativity and sophisticated style” would allow it to “introduce a new, limited edition, customized solution” for its growing customer base. The company’s Web site notes that the AW139 is able to carry up to 15 passengers with plenty of luggage at “very high speed.”

Bethenny Frankel Shapes Up

Bethenny Frankel is shaping up for the season premiere Monday of her reality TV series “Bethenny Ever After” with her collection of Skinnygirl Smoothers n’ Shapers by Bethenny Frankel. Frankel’s previous endeavors includes Skinnygirl Beauty and Skinnygirl Margarita, which was sold in 2011 to Fortune Brands Inc. for an estimated $100 million — said she got into the shapewear business to help real women solve basic figure problems at an affordable price.

The shapewear, which includes plus sizes and retails under $65, was licensed to Dreamwear Inc. in 2011, and created under the premise that all women’s shapes and sizes are beautiful. The estimated first-year wholesale sales projection for the shapewear was more than $3 million, according to industry sources. The label was launched in 2011 at and QVC, and was picked up by and this year. The line will also be sold at select Macy’s stores in May.

– Taneisha Jordan

Source & Photo: WWD

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