The celebrity turned designer craze is not only overplayed, but annoying to those of us who love fashion. Real fashion. In an article by Cecily Hall & Julee Greenberg in today’s WWD, they took a look at the top contemporary, tween and young women’s celebrity apparel brands ranked by the number of U.S. doors. (For a closer look at the market’s newcomers. Some of the biggest names are found closer to the bottom of the rankings — Gwen Stefani and Jennifer Lopez, for example — but executives at the two fashion houses claim that’s because they’re selective about where they place their collections (meaning most are not?) Let’s take a little look at the myriad of mostly inferior clothing lines, shall we?
STUFF by HILARY DUFF
Number of doors sold to nationally: 5,100
Marketed to tweens and sold at retailers from Wal-Mart to Kohl’s. Besides clothing the brand also includes jewelry, accessories, DVDs, CDs, dolls, luggage and more. In addition to her fashion line, Duff created her own fragrance, called With Love.
Since its launch in 2000 the brand has evolved into a juniors line, consisting of logo-heavy T-shirts, denim, jackets, pants, outerwear, etc. and it continues to perform well at retail. In addition to apparel, Baby Phat has ventured into swimwear, lingerie, handbags and accessories. Said a Baby Phat spokesman,"This particular line is actually celebrity-wearable" (not human wearable).
APPLE BOTTOMS by NELLY
This mostly denim line launched in 2002. In addition to its body-hugging jeans, the collection features sexy tops, miniskirts, jackets, sweat suits and outerwear. Last year, Apple Bottoms signed licensing deals to produce jewelry, handbags, footwear and accessories such as iPod and BlackBerry cases.
ROCAWEAR BY JAY-Z
Doors: 3,000 (est.)
Jay-Z’s Rocawear was officially purchased last week by New York-based Iconix Brand Group for $204 million in cash. Rocawear’s contemporary merchandise, which includes knits, denim, dresses, outerwear and more, is sold through better department and specialty stores with annual retail sales of more than $800 million, according to the company.
Run by Dualstar Entertainment Group. The collection is dedicated to the tween and teen markets and encompasses not only apparel (sold exclusively through Wal-Mart stores) but cosmetics, fragrances, home videos, books, music, video games and dolls.
G-UNIT BY 50 CENT
This two-year old women’s line features denim, T-shirts, skirts, knit tops, woven tops and outerwear.
The brand, created by Knowles and her mother, Tina, launched in 2005 and was inspired by Tina’s mother, the late Agnes Deréon. According to the company, current bestsellers include the Private D dress, the Bijoux Luxe hoodie and the Captain D-Luv reversible hoodie. The brand also includes accessories, such as handbags, hats, belts, gloves and scarves. In addition to its entrance to all major department stores this fall, the brand is launching Deréon girls (in sizes ranging from 2 to 16) and infants for holiday 2007. She’s taking over the world.
DAISY FUENTES by DAISY FUENTES
Doors: 800 (est.)
Launched in 2004, this contemporary line is exclusive to Kohl’s. The company had been looking for a recognizable face to appeal to Kohl’s broad range of female shoppers. As well as apparel items such as knit tops, wrap dresses and jeans, the collection features cosmetics, fragrances, shoes, watches and jewelry.
Gwen & her rack of LAMB
L.A.M.B. by GWEN STEFANI
Selling her collection in high-end stores such as Fred Segal, Saks Fifth Avenue, Neiman Marcus, Henri Bendel and Intermix has elevated Stefani’s L.A.M.B. status to a luxury brand, claimed the company. The pop superstar’s four-year-old clothing line has passed the $100 million mark in sales. Her highly publicized fragrance, L, will launch Sept. 1, and besides her successful new handbag collection launch, she’s hard at work designing watches and shoes. Eyewear, denim and innerwear will be added next year.
WILLIAM RAST by JUSTIN TIMBERLAKE
Doors: 229 (est.)
The William Rast clothing line, which began in 2005, was developed by Daniel Guez in collaboration with Justin Timberlake and his childhood friend (from his Tennessee days), Trace Ayala. The line is owned by Los Angeles-based People’s Liberation and includes denim, knits, wovens, outerwear and accessories for both women and men. In the U.S., products are sold at Bloomingdale’s, Nordstrom, Saks Fifth Avenue and Neiman Marcus, as well as smaller boutiques and specialty retailers.
EDUN BY BONO
Launched in spring 2005, this socially conscious contemporary line was created by U2 lead singer Bono; his wife, Ali Hewson, and New York clothing designer Rogan Gregory. Edun — "nude" spelled backwards — is a collection for both women and men that includes tops, bottoms, denim, dresses, jackets and sweaters.
J’AIME by JAIME PRESSLY
Doors: 111 (est.)
This contemporary women’s knit line was created by actress Jaime Pressly. Latest looks include wrap, V-neck, Empire and tank dresses; tunics; hoodies; capri pants; miniskirts, and tops. Pressly wants to eventually add accessories and possibly children’s wear, as well.
JLO by JENNIFER LOPEZ
JLO by Jennifer Lopez, is currently sold in only 100 doors (fragrances are much more widely distributed). It has experienced ups and downs at retail (wonder why), the brand pointed out it has been selective with its number of doors, especially as there continues to be a push to expand the brand internationally. In the meantime, Lopez’s new justsweet line will be introduced at the end of July and will contain a heavy denim presence.
Hey, where’s SJP’s Bitten?
Tags: Baby Phat, Beyonce, Bono, Daisy Fuentes, EDUN, Gwen Stefani, Hilary Duff, House of Dereon, J'AIME, Jaime Pressly, Jennifer Lopez, JLo, Justin Timberlake, Kimmora Lee Simmons, L.A.M.B., Mary-KateandAshley, Olsen, Rocawear, Stuff, William Rast