Kohl's announces American Idol fashion line – but designs are more star-spangled banner than on-stage glamour
19:24 GMT, 23 March 2012
In its second attempt to marry music and fashion, the budget department store Kohl's has announced plans to launch an exclusive American Idol collection under a new brand, Authentic Icon.
Six months ago Kohl's collaborated with American Idol judge Jennifer Lopez on a collection in an attempt to bring old Hollywood glamour, mixed with a bit of Jenny-from-the-block, to shoppers.
This time around, the American Idol-inspired apparel will target junior Kohl's consumers and, obviously, fans of the hit show which has created stars such as Carrie Underwood, Kelly Clarkson,
Jennifer Hudson and Katharine McPhee.
Dress like an Idol: Kohl's announced their exclusive American Idol apparel collection, Authentic Icon (AI), which references quintessential Americana and launches in April 2012
According to David Luner, executive vice
president of Idol's production company FremantleMedia Enterprisesis, the collection is meant to be American Idol-inspired.
He explained: 'For over a decade American Idol has seamlessly woven fashion and music together to transform lives and create music icons.'
However the preview images of the
collection suggest that the line simply references classic Americana and
rock star style, rather than the show itself.
With plenty of red, white and blue,
the American flag plays a big part in the collection, with stripes,
scattered stars, a touch of punk and a lot of denim.
Seeing stars: The line heavily references the American flag in a plethora of denim covered with stars and stripes in patriotic colours of red, blue and white
On average, American
Idol gets 16million to 20million viewers an episode.
Hoping to cash in on the obvious
success of the American Idol series, Kevin Mansell, Kohl’s CEO
anticipates the collection to build upon the show's powerful influence.
said: 'We are excited to collaborate with American Idol, a leading
entertainment platform in pop culture, and are confident this
partnership makes Kohl’s an immediate consumer destination this spring.'
The line will be sold from April through June of this year to coincide with the latest Idol season, its 11th round.
Punk chic: Rock and roll music meets fashion with the American Idol collection that has elements of both tough chic and feminine Americana, targeted at the show's younger fans
However, Kohl’s didn’t disclose price points for the collection.
Kohl’s’ senior vice president of public and community relations Vicki
Shamion, products from the Authentic Icon collection will be featured in
the upcoming episodes of American Idol.
The collaboration brings another facet to the continual blending of fashion and
entertainment with business.
Last week NBC premiered Fashion Star, a new reality television fashion competition (within the same vein as Project Runway), where contestants are judged on their
clothes’ commercial viability.
Saks Fifth Avenue, Macy’s and
H&M bid on the contestants designs and then offer them online to viewers within minutes at the
end of each episode.
Authentic Icon clothes hit the junior's and young men's departments of Kohl's and kohls.com in April 2012.