Teen Vogue Launches Its Haute Spot at South Coast Plaza

By Emili Vesilind; Source: LA Times

Orange County ’tweens and teens flooded South Coast Plaza in Costa Mesa on Saturday morning to shop (or contentedly loiter) at Teen Vogue’s new pop-up event space, Teen Vogue Haute Spot, which opened over the weekend in its own storefront at the swanky mall.

Opening day featured a fashion presentation with models illustrating a handful of fall trends: leather, glam-rock and something called “homeward bound” (“Teen Vogue’s way of camping,” explained the moderator).

The buzzing outpost, which is open through Sept. 27, boasts a grab bag of teen merch—including a table brimming with Laura Mercier and Bobbi Brown makeup and teen-targeted perfumes like Marc Jacobs Daisy, along with scattered racks of clothes culled from retailers around the mall, including H&M, Paul Frank, Roxy, Coach and Gucci.

But none of it’s for sale in the pop-up. If shoppers want to purchase an item, they head to the store that carries it, then return with their receipt to pick up a swag bag full of makeup and fashion odds and ends valued at $200.

Friends Carly and Sophie, 13-year-old Newport Beach residents with matching blue rubber bands on their braces, weren’t sold on any of the merchandise, but were happy to hang out, play on the computers and scope out “the models!”

A DJ kicked out the tunes (Ne-Yo, Justin Timberlake) from one corner, while models twirled on a small stage set up in another. After the presentation, a gaggle of giggling teens took pictures in front of the Teen Vogue-branded Step-and-Repeat. Scattered throughout the pop-up are computer stations supporting HP laptops—“Twitter your friends right now and have them come down here,” suggested the moderator.

Stephanie Ceveba, a shy 15-year-old from Garden Grove, wandered in with her dad, Javier, who encouraged her to look around. “I think it’s pretty fun in here and I think the models are really pretty,” she said, while rifling through a rack of clothes.

Aya Kanai, contributing editor for Teen Vogue, said the 9-year-old magazine opened an Haute Spot in Short Hills Mall in New Jersey recently, and the company was so thrilled with the response, it was looking to replicate the promotional event out West.

“It’s really a way to show girls how they can take stores in the mall and create the Teen Vogue look,” she said. “The editors create a look that’s very specific – it’s Vogue, but it’s for a younger girl. Girls shop and consume media culture in completely different ways than they have in any other time. That’s the most crucial element in keeping Teen Vogue relevant—keeping up with that.”

The outpost will be buzzing with events over the next three weeks—including the chance to customize your Uggs with an airbrush artist (2 p.m. Sept. 13) and special appearances by “Gossip Girl’s” lead stylist Eric Daman (Sept. 20) and Amy Astley, Teen Vogue’s editor-in-chief (Sept. 26.) Visit TeenVoguePromo.com for the complete schedule of events.

Top photo: Teens killing time (stylishly) at Teen Vogue’s Haute Spot. Bottom: A model shows off the "glam-rock" trend for fall. Credit: Emili Vesilind / Los Angeles Times

Teen Fall 2009 Fashion Trends

Neon sneakers are in style

By Evelyn Block; Source: The Examiner

As schools in Los Angeles start the fall semester, teens are busy planning their fall wardrobes. Because many teens are hyper aware of what their peers are wearing, they often prefer to start the school year in last season’s styles until they determine what’s “in” among their friends. A wise parent encourages a “wait and see” attitude, as many teens discover they can adapt last season’s clothes to this season’s styles.

The look this season harkens back to the 80s. People were leery then as they are now about spending a lot of money on clothes. Staple pieces, in this case skinny jeans for both boys and girls, paired with clothes influenced by punk rock and heavy metal music is the defining style.

Plaids are big. Not the preppy plaids, but rather grungier plaids, Buffalo plaids and even plaid leggings for girls. Long sleeved plaid shirts over skinny jeans is a look likely to be seen on many middle and high school campuses this fall. There will also be lots of graphic t-shirts, especially on the guys. The t-shirts are great to layer under a new plaid long sleeved shirt or a hoodie.

Neon colors are all the rage and they are showing up in solids, plaids and even stripes on clothing. Neon accessories are hot as well as are skinny neon belts that can be worn over a dress or shirt.

Shoes may make the biggest fashion statement on campuses this year as plaids and argyle patterns in all colors, some even in neon colors, adorn the feet of the fashion conscious. Converse has taken the concept a step further, allowing purchasers to select the color, patterns, heel stripe, tongue and even laces for their shoes with a 2-4 week shipping time.

While you may find your teen’s style a bit on the grungy side, remember that as a teen struggles to find his or her own identity his choice of clothing and the message he believes his clothing sends becomes very important to him. Even though it seems as if your teen and her friends all look alike, your child has likely gone to a great deal of effort to be different while still fitting in with her friends. Those differences sometimes are only visible to teens themselves. Unless the clothing is objectionable, it's best to tolerate a teen's clothing choices and save the arguments for something more significant.

Handbag Line Aims For Tween Customers

By Keiko Morris keiko.morris@newsday.com Source: Newsday

Photo credit: Photo by Pablo Corradi for Newsday | Entrepreneur Daisy Cook, 29, of Atlantic Beach, NY, has launched a new 'tween brand which includes a line of handbags and backpacks aimed at young girls returning to school in a month.

Daisy Cook's line of handbags and backpacks is all about inciting rebellion among the tween girl populace -- well, the sort of rebellion she figures parents will support.

"The whole brand is centered around rebelling against the bimbocracy," said Cook, 29, a fashion designer and entrepreneur based in Atlantic Beach. "We live in a culture, unfortunately, that is so driven by sexualized images [with which] girls very young are trying to identify themselves."

Rebelle Friendship Bags, with its interactive Web site, is Cook's antidote. Cook's line of bags is designed to be split into two bags and shared, collected or traded. (Click here to see the girls and bags interact.)

The concept behind them is to teach sharing and to appeal to the dominant tween play pattern, which, for girls ages 8 to 12, is forming friendship circles, she said.

"There is just a sort of void in the market for wholesome products," she said.

The power of friendships is continued on the Web site, where a multiethnic cast of characters aspires to become Olympians and fashion designers and talks about crushes, sports and civic interests like recycling.

Despite a November launch in a tumultuous economy, the Rebelle brand has notched a number of successes.

Cook debuted the Rebelle Friendship Bags with a launch party at FAO Schwarz.

The line, which includes handbags and backpacks, is being carried by local stores like certain Matty's Toy Stop locations and Beverly Frills in Port Jefferson, and will be featured on the shopping channel QVC in October.

Department stores such as Nordstrom, Dillards and Von Maur, which have locations in the Midwest, also have ordered the Rebelle line for the upcoming holiday season, Cook said. And she is in talks about licensing the Rebelle characters.

Still, bringing a product to market has not been without its hurdles and lessons learned. Cook -- whose background includes working in sales for Norma Kamali and a baby product company -- had to find a factory that could produce her product line within her price points (the retail price for handbags ranges between $35 and $50, $70 for backpacks) without compromising its quality, detail and aesthetics.

Add to that the myriad new government regulations for children's products and testing procedures required.

"You have to be your own quality control, and if that means sending third-party inspectors at the beginning, middle and end of the production," Cook said, ". . . it will save you in the end."

Stores Launch Celebrity-Inspired Back-To-School Clothes In Bid To Boost Sales

This photo released by Walmart shows Max Azria, left and Miley Cyrus. The two have a line of clothes available exclusively at Walmart and includes tops, pants, graphic tees, shoes and accessories, all priced less than $20.THE ASSOCIATED PRESS/Walmart

By Betsy Taylor; Source: Canadian Press

MAPLEWOOD, Mo. — Summer Johnson's back-to-school wardrobe includes shiny wet-looking leggings, a tie-dye camisole and basic tees - all part of a new collection by Miley Cyrus and designer Max Azria at Wal-Mart.

Stores are hoping a touch of star quality will inspire back-to-school shoppers - and their parents - to look beyond basics and seek out clothing lines with ties to celebrity actors and singers, from clean-cut Disney shows to the racier "Gossip Girl."

Johnson, a 22-year-old college student from suburban St. Louis, was drawn to the Cyrus collection's rock-star edge and under-$20 prices, but the star power didn't hurt.

"Celebrities are great, but I go toward a celebrity line because they're reading up on fashion, teaming up with a good designer," she said. "They know a thing or two about fashion. They're our fashion template."

And the templates abound. A "Jonas" line, inspired by the television show featuring the Jonas Brothers, mixes prep school styles with a rocker twist. A second Disney line based on the show "Wizards of Waverly Place" is being billed as a "boho chic" collection including tunic-length tops with print scarves and miniskirts that draw inspiration from the show's Alex Russo character, who happens to be played by Selena Gomez, the newly named Teen Choice red-carpet fashion icon. They're selling at J.C. Penney, Kmart, Sears, Wal-Mart and Target.

Star power alone won't sustain a successful clothing line.

"I've seen the peaks and valleys of it," said Tina Knowles, the mother of singer and actress Beyonce. Tina Knowles serves as creative director for Dereon, a clothing line that draws from her famous daughter's style. "The celebrity being attached is a plus, but the clothes have to be good quality," she said.

Customers respond to Beyonce, but they come back when they like the fit, style and value, Knowles said.

This fall, the Dereon line includes a Sasha Fierce collection with some back-to-school looks inspired by Beyonce's tougher, alter-ego character.

Not all of it screams classroom, but pieces that would make a splash at school include skinny jeans, a houndstooth-print jacket and a lightweight leather jacket that Knowles calls one of her favourites. Sasha Fierce items sell for $25 to $125, and are currently available at some specialty retailers and about 100 Macy's Inc. stores.

Another line that's new for back-to-school is "Mad Style for True Jackson," designed by Jane Siskin, perhaps best known for her work on 7 for All Mankind's famously fitting jeans. The "Mad Style" clothes at Wal-Mart draw from Nickelodeon's popular tween show, "True Jackson, VP," which stars young actress Keke Palmer, whose character lands a dream job as a vice-president at a fashion company.

"The thing that excited me was to bring fashion to a tween customer in a collection and in a way that's already styled," Siskin said. A grey V-neck dress, for instance, includes a built-in plaid shirt underneath and a black-patent belt with silver charms hanging from it for $12.

Palmer, the tween star of True Jackson, says she's thrilled about the line. "Wow, words cannot express how exciting it is to know that little girls will be wearing clothes that originated from the show, amazing!" she said by email.

Celebrity clothing lines don't capture all shoppers' interest in the same way.

With clothes selling, in some cases, for just a few dollars, industry watchers say it's safe to say a lot of celebrity lines were manufactured to catch a right-now trend and not intended to last forever.

And if people don't like a star, they're probably not going to like the clothes.

An older back-to-school shopper like Johnson says she gets interested based on a designer's reputation - she knew of Azria, for instance, from his stylish BCBG clothes. She's not a huge Cyrus fan, but assumes she'll get trendy looks at good prices when a star works with a designer and a mass retailer.

A high schooler might follow a celebrity's look in magazines and on the Internet and then shop for a similar style. And young tweens respond to a show, its storyline and its fictional characters, not so much the real-life performers.

"As long as the shows are relevant, the products are relevant," said Disney Consumer Products' vice-president for global fashion and home, Pamela Lifford. She said Hannah Montana clothes, from the popular series starring Cyrus, continue to "go strong."

And back-to-school shoppers waiting for the next big thing need only wait, oh, a couple of weeks.

Target is unveiling a line by designer Anna Sui inspired by the "Gossip Girl" television show from Sept. 13-Oct. 17 in more than 600 stores. And in October, Nordstrom will offer "Twilight: New Moon"-inspired apparel.

Like anything that's tied to what's hot at the moment, it's hard to predict the staying power of clothing lines with celebrity ties. Earlier this year, Jennifer Lopez's contemporary "Sweetface" line went on hiatus, though there was talk of a later relaunch. A phone call to "Sweetface" was not returned.

Tween Girls Win Banana Republic® “Fashion World Day” with Project Runway® Judge, August 14, 2009

Everyday girls have their #1 dream come true; learning first-hand what it takes to succeed as a top global fashion designer.

NEW YORK & OLD GREENWICH, Conn.--(BUSINESS WIRE)--Banana Republic® and Miss O & Friends®. Seven girls, ages 8-15 from the Maryland, DC and NJ areas will have their #1 dream come true, learning what it’s takes to be a top global designer from the head designers at Banana Republic – the company that sets the pace for how the world dresses. The winners of the Miss O & Friends fashion contest will travel to Banana Republic’s headquarters in Manhattan to learn from Creative Director/EVP, Simon Kneen, and VP, Women’s Design, Alessandra Brunialti, also a Project Runway® (guest) judge.

“These girls will learn what it’s like to be a designer in the global fashion world, versus what they might perceive it to be,” said Alessandra Brunialti, VP Women’s Design, Banana Republic. “Girls will go through the process how a collection is created, from concept to execution, then “set up” the Summer 2010 collection in a store, along with how it is merchandised.”

Juliette Brindak (20), cofounder Miss O & Friends said, “We surveyed 2,000 Tween girls who told us their #1 dream is to be a fashion designer.” Paul Brindak, Miss O & Friends CEO, said, “Helping girls realize their dreams in a healthy, cool way, helps build self-esteem. Offering girls this opportunity in women’s fashion, at a top retailer, is an amazing opportunity that could not be purchased anywhere.”

About Miss O & Friends® By Girls…For Girls

Cool and age appropriate, the company fills the void for Tween girls who have outgrown Barbie® and are not ready for Britney. As one of the top, global, “Girls Only” lifestyle and socialization brands, (per Amazon’s Alexa data), Miss O & Friends® is managed by girls for girls, ages 8-14+, reflecting what girls want, helping girls realize their dreams, while building self-esteem. The authenticity created by Miss O’s real girls and the Miss O & Friends Tween girl community, yield billions of hits, exceeding many other popular websites.

The company’s largest investor is the Procter and Gamble Company’s PGP unit and features an impressive team, including Maxine Clark, Founder and CEO of Build-A-Bear Workshop, Leonard Lodish, Vice Dean, Wharton School and Gokul Rajaram, founder of Google’s “AdSense.”

About Banana Republic®

Banana Republic is a global accessible luxury brand that delivers the best in city style. Characterized by elevated design and luxurious fabrications, the Banana Republic lifestyle collections include apparel, handbags, jewelry, fragrance, and eyewear. Banana Republic, a division of San Francisco-based Gap Inc. (NYSE: GPS), can be found at over 500 retail locations in the United States, United Kingdom, Canada and Japan, on BananaRepublic.com and (888) BR-STYLE. For more information, please visit gapinc.com.

Contacts

Miss O & Friends
Paul Brindak, 203-698-1804
917-710-5820 (c)
pbrindak@missoandfriends.com

Fashion: Back To School With Teen Idols

By Sharon Mosley (Source: The Paramus Post)

Left: "America Idol" stylist Art Conn picked his favorite items from Marshalls based on the hottest teen idols and TV shows, such as "Gossip Girl," The Jonas Brothers and Edward and Bella from "Twilight."
Photo courtesy of Marshalls.

Shopping for back-to-school clothes can suck the cash right out of the family budget. But even if teens want to dress like their favorite movie-star vampires, they can still find bargains that won't drain their wallets, according to wardrobe stylist Art Conn, who has worked his fashion magic on TV's popular "American Idol" series.

When teens head back to school this fall, you can bet that they will be dressing similar to their favorite Gossip Girl or Jonas Brother or maybe even Edward and Bella from "Twilight." Kids are sure to make their own kind of fashion music, no matter whom they choose as their favorite idol or vampire. It's all about star style, says Conn, who collaborated on the back-to-school ad campaign for TJ Maxx and Marshalls.

"The music world is all about collaboration and mixing two genres (rap and pop for example) to create a new sound," notes Conn. "It's no different with fashion. Mixing grunge plaid and '80s inspired leggings then makes perfect sense."

"People like to shop as if at a buffet," he adds, "a little of this, a little of that. The lines of what is country or what defines alternative have blurred and so have the looks they inspire. It's really all about a melting pot of style."

The trick is to mix it all up. "It's so easy to incorporate a few things from all the hot trends and put them into one hot look," he says. "Grab some torn jeans and layer them over some neon leggings. Throw on a shrunken blazer over a buffalo plaid blouse to create a unique and uptown look. Wear a leather jacket over a great graphic tee and distressed jeans to look hip and cool."

His best advice? Do your own thing. "There are few rules really about color combinations or textures. Be creative and think outside the box."

So, what items will the hottest teen "idols" be wearing this fall? Take it from the top acts in show business. "'Gossip Girl' is known as much for its fashion as it is for its mature soap-opera-like storyline," says Conn. "Acting like adults is one thing, dressing like them is another."

The "Gossip Girl" characters keep their young and fresh approach to fashion by blending trends and creating new ones. Plaid is a big influence on the fashionable show and makes style news in blouses, short skirts and handbags. The trendsetting girls pair their plaids with shrunken blazers and tight jeans to be creative with proportions and silhouettes. Hair accessories like metallic leather headbands and small bright flowers bring in a bit of the boho, yet uptown, feel.

The Jonas Brothers have single-handedly brought the skinny jean to every boy in America, according to Conn. They pair their denim — in indigo and in a wide array of hues — with graphic tees and jackets to push the rocker trend, which is a strong influence this back-to-school season. They also like the plaid shirts that they can pair with a leather jacket to give the feel of hip yet casual. Putting a vest over a graphic tee makes a great fashion statement whether on stage or in the classroom. Throw on a pair of Converse sneakers — in just about any color — to make your outfit cool and fun, just like the Jonas Brothers themselves.

The Pacific Northwestern setting for "Twilight," the popular vampire movie and book series, really dictates the characters' style and fashion sense. Again, plaid plays a role in making the clothes look "touchable and moody," says Conn. Plaid shirts or graphic tees worn under a hoody with some cotton dress pants and Converse sneakers really "vamps" up anyone's look. Think leather jackets, vests and hoodies for school must-haves.

"Oh and don't forget that messy hair," adds the "American Idol" fashion adviser. "Skinny jeans are still in heavy rotation and can be paired with any trend — bohemian, uptown, rocker — to make you look like a star."

Button-down shirts taken directly from the dryer and thrown on over a graphic tee will give that casual and cool vibe in which any modern vampire can really sink his teeth.

SIDEBAR

Back-to-school fashion trends:

— Buffalo plaid is back! Shirts, shorts and scarves ... it's great to add some dimension and texture to an outfit. Mix it up with other plaid choices to create a unique look. Or choose a simple denim jean or skirt.

— Bold print tees are never out of style. Grab the ones that have grommets or studs and layer them under a cardigan or button-down shirt to make the look contemporary and personalized. Peace sign images (rhinestoned, sequined or not) also make a great statement on a tee.

— Think '60s redux. Celebrate peace and love with takeoffs on fashion favorites from 40 years ago: peacoats, mini skirts, shifts and fringe, fringe, fringe!

— Get out your shears and go to work on the must-have item: jeans. The "deconstructed" look is hot with holes and tears. Get a slim or skinny cut with a dark wash.

— The hottest fall trends for tweens are "Preppy Collegiate" and "Boho Chic." The preppy clothing from Disney Channel's new series "JONAS," which features the Jonas Brothers, inspires Disney's new sportswear line. The apparel collection features plaid skirts and socks, striped neckties, argyle sweater vests and fun scarves.

Another collection, based on the popular show "Wizards of Waverly Place," features bohemian styles, including peasant and tunic tops and coordinating jean skirts and pants with floral detailing and stitching.

Sharon Mosley is a former fashion editor of the Arkansas Gazette in Little Rock and executive director of the Fashion Editors and Reporters Association.

Levi’s Courts the Young With a Hopeful Call

By STUART ELLIOTT

SOURCE: NEW YORK TIMES

GENERATION Y. Generation O (for Obama). Millennials. Echo boomers. Call them what you will, the tens of millions of Americans in their teens and 20s compose a market as hard for advertisers to figure out as it is alluring and lucrative.

Along comes Levi Strauss & Company with a campaign for its flagship Levi’s brand, hoping to appeal to those younger consumers with an ambitious call to arms: “Go forth.”

The campaign, which begins Wednesday, will include commercials on television, online and in movie theaters; print advertisements; outdoor and transit signs and posters; social media sites like Facebook; event marketing; and a contest on a section of the brand’s own Web site (levi.com/goforth).

The campaign is meant to buff the image of the Levi’s brand as much as sell products like 501 button-fly jeans. The hope is that “Go forth” will resonate with young America today the same way that campaigns like “501 blues” and “501 U.S.A.” successfully appealed to a generation two decades ago.

The “Go forth” campaign is replete with Americana imagery, in keeping with research indicating that teenagers and 20-somethings are patriotic and optimistic about the United States. Those elements include the poetry of Walt Whitman, flags, paeans to the pioneering spirit, declarations of independence, salutes to hard work and, in the star-spangled tradition of Madison Avenue, copious amounts of nubile flesh.

The campaign is the first work for the Levi’s brand from Wieden & Kennedy in Portland, Ore. In December, the agency became the brand’s creative agency in the United States, where Levi Strauss spends about $80 million a year on advertising. The assignment had previously been handled by the New York office of Bartle Bogle Hegarty; other offices of Bartle Bogle continue to create campaigns for Levi’s in markets like Europe.

The approach of the campaign demonstrates the growing interest among marketers in presenting their products to hard-pressed consumers as genuine enough to merit purchasing during a recession.

The goal is to deliver “the authenticity, and the price, the customer wants,” said Wally Olins, chairman of Saffron, a corporate image and brand consulting company.

“A brand is worth what you pay for it,” he added.

At Levi Strauss, based in San Francisco, Doug Sweeny, vice president for Levi’s brand marketing, said the battle cry was to determine “how do we connect this 150-year-old brand with what is happening in the youth culture today.”

The answer, Mr. Sweeny said, was to invoke the heritage of the brand, which dates to the California gold rush, by describing 501 jeans as “the uniform of common sense,” while celebrating the images and voices of contemporary youth.

The target audience for the campaign is young men ages 18 to 34, he added, with “the sweet spot the 22-year-old guys getting their first jobs out of college” — or not getting those jobs, because of the economy.

“They’re realists; they understand the challenge,” Mr. Sweeny said of young Americans now. “They’re optimistic about the future, they can project forward,” he added. “We found that really powerful and tried to evoke it in the campaign.”

For example, ads scheduled to run this week in newspapers — alongside or near reprints of the Declaration of Independence for the Fourth of July — will echo the style of help-wanted classifieds in seeking “independent minds for a small writing project with long-term publishing possibilities.”

“Must have talent for revolutionary thinking,” the ads continue. “Rabble-rousing experience a plus.”

On the Levi’s Web site, young computer users will be asked to “take up your pen, you general of the new revolution” and contribute to “the New Declaration of the United States of America.”

Print ads will show a young man, clad only in a pair of Levi’s, running into the surf under the words “Strike up for the new world.”

And the contest that is part of the campaign is called The New Americans: A Portrait of a Country. Consumers will be invited to upload “Your words. Your pictures. Your stories of today’s America.”

Wieden & Kennedy was selected for the assignment, Mr. Sweeny said, because of its “track record for tapping into” popular culture for brands aimed at younger consumers like Nike.

The campaign ought to “put us back on the road to creating groundbreaking work,” he added.

There is another tricky task that confronts the agency, described by Tyler Whisnand, creative director on the Levi’s account, as having the campaign come across as confident without “making ourselves sound too proud.”

The balancing act is achieved by grounding the ads in “a utilitarian and humble place,” Mr. Whisnand said, reflecting how the Levi’s brand is “not superexpensive jeans” so it can address issues like “reinstilling the American work ethic.”

That is seen in ads featuring phrases like “Will work for better times,” “501. When there is work to be done” and “Tough as your spirit,” as well as those saluting 501 jeans as “the uniform of common sense.”

The first two commercials are from two young directors, M. Blash and Cary Fukunaga. The print and outdoor ads were shot by the young photographer Ryan McGinley.

Phrases in the print ads suggest an aesthetic grounded in common sense during tough times.

Tween Designers Hold Runway Show w/ Celeb Cred

Posted by: Martinne Geller

REUTERS

Television shows like “Project Runway” and “The Fashion Show” feature a host of ambitious designers angling for their big break. Last weekend, a Manhattan middle school took the amateur fashion show to a whole different level.

Featuring outfits designed during seventh- and eight-grade art classes, Manhattan Academy of Technology (P.S. 126) put on a real runway show, which was hosted by Stacy London, from the TLC network’s instructional fashion program “What Not to Wear”.

Dresses were the most popular design, but ranged in style from casual sundresses to metallic-sheened party dresses to an asymmetric gown. Two even featured recycled materials.

For these talented 12 to 14 year olds, one thing seems clear. If they keep it up, they could make a killing come prom time.

Emma Watson Eyes Her Own Fashion Line

By LAUREL PINSON

Though she was barely 10 when she landed the now-legendary role of Hermione Granger in the ever-popular Harry Potter series, 19-year-old Emma Watson has certainly done some growing up of late, especially in regards to fashion.

The proof is in the upcoming spread for Teen Vogue's August issue, where she poses in platform Burberry boots, overflowing tulle dresses, and hot leopard tights. Oh, the interview also mentions that she's been wearing so much Chanel lately that she's become friendly with Karl Lagerfeld. (Oh is that all it takes? Sheesh, we'll get right on it!) "'It's kind of my lucky brand,'" she explains to Teen Vogue, though she also highlights other brands she's been wearing like Miu Miu and under-the-radar U.K. talent William Tempest.

It's this kind of of fashion savvy that's gotten her a lot of press in the industry, most recently for becoming the face of Burberry (we tracked down images of the new campaign here). She's taking over the mantle from serious modeling talents like Agyness Deyn and Kate Moss, so clearly the gal's got chops. (Or maybe Burberry was just trying to beat Karl to the punch.)

And now, there are rumors that the dewy star will be launching her own fashion effort--a clothing line geared toward stylish teens, and is seeking advice from high-profile style pals, like the aforementioned Lagerfeld. Granted, this rumor apparently started on News of the World, which isn't always the most reliable, but if the rumors are true, we're pretty excited to see the results. A fashion endeavor by a starlet that's both timely and age-appropriate; Well played, dear Watson.

ORIGINALLY POSTED HERE

Eddie Van Halen Goes After Nike Over Shoe Design

by Jennifer Ernst Beaudry
From WWD
Photo: Cohen/WireImage

Eddie Van Halen wants Nike to stop running with the devil.

Reps for the Van Halen rocker’s company, ELVH Inc., filed a cause of action for copyright infringement Friday in Los Angeles Federal District Court against Beaverton, Ore.-based Nike.

ELVH alleges that the design of certain Nike Dunk Low styles infringe on the copyright the company holds for the red-white-and-black-striped pattern Van Halen made famous on his “Frankenstein” guitar — and for which the musician has held the copyright since 2001.

Citing “irreparable harm and damage,” ELVH is asking for the impoundment and destruction of all the shoes in question, as well as all profits from the sale of the shoes and damages.

As previously reported by Footwear News, Van Halen released a line of men’s high- and low-top sneakers featuring the Frankenstein design earlier this spring though licensee New Jersey-based FEA Merchandising, a company specializing in recording-artist merchandise.

Lawyers for Van Halen said they had no comment beyond the filing, preferring, they said, “to try cases in court.”

In a statement provided to FN by a brand spokesperson, Nike said it was aware of the lawsuit but did not believe it to have merit. “Based on the information provided to us, we have not infringed on any rights held by Mr. Van Halen,” it said. “Nike’s Dunk shoe design is not substantially similar to any of the Van Halen designs, and Nike has not referenced the ‘Van Halen’ name or image as part of any marketing campaign or promotional material associated with the shoe.”

ORIGINALLY POSTED AT

Aeropostale Opens First P.S. Store, Aiming At 'Tween' Market

By Andria Cheng: Wall Street Journal

A floor-length mirror with a built-in camera allows a shopper to take her own pictures and see them displayed instantly on screens. Text messages such as "You look GR8 :)" and "Luv U" are printed on the wall.

This is what's going on at P.S. from Aeropostale, the new store by New York-based teen retailer Aeropostale Inc. (ARO) targeting kids 7 to 12 - a demographic commonly referred to as the tweens, and younger than the namesake chain's 14- to 17-year-old core customers. The merchandise assortment of graphic T-shirts, jeans and dresses is similar to the concept's 900-store sister chain with some exceptions, such as school uniforms for the elementary-school crowd.

After 13 straight quarters of record profit growth and 11 consecutive years of rising sales at stores open at least a year, Aeropostale's stock has more than doubled this year, outpacing pricier rivals such as Abercrombie & Fitch Co. (ANF) and American Eagle Outfitters Inc. (AEO), as well as each member of the S&P Specialty Retail Index group. The new store, according to Chief Executive Julian Geiger, is a key part of Aeropostale's strategy to sustain its momentum.

"This is a real business with huge sales and profit potential," Geiger said in an interview at the P.S. store's opening at Palisades Center in West Nyack, N.Y. Aeropostale plans to open 10 P.S. stores this year with the goal to open more than 500, expanding its share in what he described as an underserved $14 billion market. "We are very confident we can grow this brand prudently but aggressively over the next decade."

Analysts said it's too early to gauge the store's growth potential, located near shops such as Tween Brands Inc.'s (TWB) Justice chain, Gap Inc.'s (GPS) GapKids.

"From the store environment they've hit it," said retail consultant Customer Growth Partners' Craig Johnson, who was among one of about 30 analysts at the company's opening. "It creates something fun for kids to stay in stores longer. It's mom-friendly. But I'm not convinced that this can go to 500 stores. The jury is still out."

Like other retailers such as No. 1 discounter Wal-Mart Stores Inc. (WMT), Aeropostale (known for its promotions such as two T-shirts for $20) has benefited from the economic downturn that made shoppers more budget-conscious, favoring stores perceived to have lower prices.

Geiger said the company's success isn't just recession-driven and far beyond a "value story." Over two years ago, he hired industry veteran and former Victoria's Secret (LTD) executive Mindy Meads as president and chief merchandising officer, who has cut the stock-keeping units by 30%. They've concentrated on better selling styles and revamping merchandise, including adding sparkles or sequins and new fonts to graphic T-shirts.

"We are moving away from the follower to being more relevant in a timely manner," Meads told MarketWatch. The new P.S. store carries 35 design finishes for graphic T-shirts, for example.

After lagging for more than two years, Aeropostale's profit margins started to outpace that of either American Eagle or Abercrombie & Fitch, with sales per square foot sharply accelerating since the third quarter, according to research firm Retail Metrics.

At the Palisades Center, while American Eagle and Abercrombie & Fitch each had either clearance or big sales signs, the Aeropostale chain didn't have any additional discounts on top of its regular promotions.

Not-So-Low Rise

To make sure the jeans are more acceptable for moms to buy for their 10-year olds, P.S. hiked their rise by about one inch
compared with the older Aeropostale chain, to make them less "risque," Meads said. She added it took 18 months of work to get ready to open, hosting events and focus groups, as well as finding out whether existing customers wouldn't be turned off with the company opening a sister chain. 

"The store looks really good and different relative to competition," said Standard & Poor's analyst Marie Driscoll. "It looks a little grown-up and more sophisticated. It's really what the younger kids want. They want to look like their older brother and sister."

The company also has been remodeling some of its namesake shops, adding full-body mannequins, replacing metal hangers with wooden hangers and stocking items such as spring scarves to be more on trends. Its design and merchandising team is constantly in airports, amusement parks and train stations, shopping competitors' stores and seeing fashions from Europe to make sure it's got what its teen customers want, Geiger said.

"There used to be a gap in pricing and in fashion" between Aeropostale and its competitors, pointed out analyst Eric Beder of Brean Murray Carret & Co. For instance, the retailer's prices are on average 20% to 30% below that of American Eagle, he said. "The fashion quotient has really improved."

Eleven-year old Annie Rogers from West Point, N.Y., has noticed the difference. With her mom and her sisters, ages 13 and 6, the family just came out of the Aeropostale store with bags of T-shirts, shorts, camisoles and flip-flops - spending a total of $130.

"Whenever we come, we see new clothes now," Rogers said, adding she wants to check out the P.S. store so she doesn't have to worry about scouting out the extra-small sizes at Aeropostale. "They have more styles. I like the clothes and how they look on me."

-By Andria Cheng, 415-439-6400; AskNewswires@dowjones.com

ORIGINALLY POSTED AT

"Miley Mart": The Ultimate Tween Dream: Miley Cyrus, Max Azria and Wal-Mart Partner to Launch Clothing Line

By Melissa Magsaysay
Article Source: The LA Times

Not since the Olsen twins’ merch first hit Wal-Mart shelves has the store been affiliated with such a dynamic design duo. Miley Cyrus is partnering with Max Azria to do a clothing line for Wal-Mart. The pop star is reaching to her “rock 'n' roll roots” and turning out a collection of tops, pants, T-shirts, shoes and accessories all priced under $20 and available in Wal-Mart stores in August.

Along with housing the teen star’s new line of clothing, Wal-Mart will sponsor the “Miley Cyrus Live in Concert” tour -- which makes sense since Cyrus is one of the store’s highest-selling recording artists.

The line will probably sell like crazy to tween girls who've worshiped Cyrus from her wigged days as Hannah Montana. They should start calling the place Miley-Mart.

ORIGINALLY POSTED HERE