14 DAY TRIAL // When it comes to celebrities and fashion, we can safely say that we're currently swamped by the great number of celebrity-endorsed fashion lines. And in this context, we use the term "celebrity" somewhat lightly, as the times when only a select few A-listers would lend their names and faces to famous designers are long gone. These days and for most of us, accessibility trumps high-end fashion and people are sold the chance to borrow a little bit of the distinctive styles that define their favorite TV show characters, singers or actors by buying their designs.
It's quite easy once you achieve a certain degree of exposure and fame to close a deal with a fashion manufacturer or retailer - provided, of course, that your name is Lauren Conrad, Avril Lavigne or Paris Hilton. However, few of us would have imagined veteran rapper and actor LL Cool J going the "fashion line" trail, and it's even more unexpected to learn that he has recently signed a deal with mid-range chain of international department stores Sears.
"We know this [urban] customer is in the store, but it's a customer we weren't reaching. With this brand, we see tremendous growth opportunity", explained Edward Lampert, chairman of the Sears corporation, who revealed the unusual pairing. The collection will be made up of casual wear for juniors, young men, girls and boys and will be available in September in 450 of the 900 Sears stores.
"I was raised by a matriarch, I have a wife and three daughters, so I know what women are looking for when they shop for clothes", the rapper stated. "My main concern... is to make sure the fit is right. We are going to be constantly looking at fine-tuning the fit and we'll get it right", he added, expressing his confidence that his clothing line would be an instant hit with customers.
