Tommy Hilfiger is set to design a fashion range for Lady Gaga.
The brand's company Music and Entertainment and Sports Holdings (MESH) is negotiating with Universal Music Group to develop clothing collections for its entertainment clients, who, as well as Gaga, include Justin Bieber and the Rolling Stones. According to WWD, the first apparel collections will be launched later this year.
Hilfiger launched MESH last July to create lifestyle concepts inspired by the music and entertainment world, with the first venture being Jennifer Lopez and husband Marc Anthony's clothing line. As well as MESH, last year the fashion house -- normally famed for its preppy styles -- added a lifestyle label to its brand. The company aimed new line Tommy at 20-something men and women, with the focus being on distinctive handmade details.
"Tommy gives us more flexibility and freedom to do something truly conceptual," Hilfiger said.
Gary Sheinbaum, chief executive officer of Tommy Hilfiger, added, "The way we're going to merchandise Tommy will be distinctive and different, not so formulaic. It will be more of a fun, dynamic experience. The product itself, we feel, is going to be a fresh take on the preppy traffic, done in a fresh, young, cool way. When we look around, we don't see anyone doing this."
Source: fashion.gearlive
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