Friday, December 19, 2014

'Annie' costume designer creates Target clothing line

LOS ANGELES (Variety.com) - Hey hobo man, hey Dapper Dan: Target is partnering with the costume designer of the upcoming "Annie" remake on an apparel line.

'Annie' costume designer creates Target clothing line

Photo via Columbia Pictures.
Photo via Columbia Pictures.

LOS ANGELES (Variety.com) - Hey hobo man, hey Dapper Dan: Target is partnering with the costume designer of the upcoming "Annie" remake on an apparel line.

Renee Ehrlich Kalfus has created a 25-piece limited-edition collection of girl's apparel and accessories line that hits stores and Target.com starting Nov. 16. The mix-and-match collection includes patchwork, embroidery, pins, buttons, tulle and, of course, Annie's iconic red dress and heart-shaped locket. The collection also includes a DIY kit to inspire creativity in budding fashionistas. Keeping an eye on customers' bottom dollars, each item is priced at less than $30.

"Target is excited to bring guests a piece of the 'Annie' movie magic, just in time for the holiday season," said Stacia Andersen, senior vice president of apparel and accessories for Target. "The collection's mix-and-match theme inspires girls to express themselves by creating a look all their own, at prices moms and dads will appreciate." 

While Target has long been known for its partnerships with high-end fashion labels like Rodarte, Proenza Schouler and Jason Wu, this is the first time it has partnered with a costume designer. 

"We are thrilled to be part of Target's first collaboration with a costume designer and their first holiday capsule collection for kids," said George Leon, executive vice president and head of consumer marketing at Sony Pictures, which is producing the film. "Just like our film, this collection was made with every girl in mind. Girls are going to fall in love with it." 

This move is the latest step in the crossover between Hollywood and retailers, particularly when it comes to costume designers. "Saturday Night Live" costume designer Tom Broecker is overseeing a Saks line to honor the long-running sketch comedy show's 40th anniversary, while "Mad Men's" Janie Bryant, "Pretty Little Liars'" Mandi Line and "Scandal's" Lyn Paolo have also seen recent success in this arena. Lionsgate also created a whole fashion and beauty campaign around its "Hunger Games" franchise. Aside from a beauty partnership with CoverGirl, that film also enlisted costume designer Trish Summerville to create a capsule collection for Net-a-Porter.

"Annie," which stars Quvenzhane Wallis, Jamie Foxx, Rose Byrne, Bobby Cannavale, and Cameron Diaz, opens on Dec. 19.

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