df at Kohl’s

This spring, a new collection inspired by fashion model and television personality Daisy Fuentes bloomed at Kohl’s.
Kohl’s is a Wisconsin-based company that operates 542 stores in 36 states. Company President Kevin Mansell says the former Revlon spokeswoman was a perfect choice for their new brainchild. “Daisy Fuentes has strong name recognition among Kohl’s female shoppers, and our research shows that she appeals to a broad cross section of Kohl’s shoppers.”

The line, in development since June 2003, focuses on women’s apparel and will eventually include: shoes, jewelry and sleepwear. But Fuentes says she might not stop there.
“My goal is to make something for every single department at Kohl’s,” Fuentes declares, and half-jokingly adds, “If Kohl’s lets me, I’ll even come up with some new departments of my own.”

The most challenging aspect of her involvement in the line —she oversaw its complete development—was coming up with quality products at affordable prices, keeping in mind that the clothing is geared for the mature female consumer.
One of Fuentes’ favorites is a cashmere T-shirt, which comes in pink, gray, blue and black. “Not everyone can afford $300 for a cashmere sweater, but at $50 for a cashmere tee, you can’t afford not to have it.”

Fuentes, who previously hosted MTV’s House of Style and currently hosts and produces WE’s Style World, a weekly fashion magazine show, wanted to begin an apparel line for quite some time, but was hesitant to jump at the first opportunity that came along. She waited for the right company.

“It seemed like an obvious move because my career has revolved around fashion for so many years,” she concludes.

Thalía Sodí Collection at Kmart
Sexy Mexican singer/actress Thalía launched her collection last August with Kmart and now sells pants, active apparel, accessories, T-shirts, tanks, sweaters and embroidered denim pants. The collection will include junior and intimate apparel, handbags, jewelry and shoes.

“This new merchandise was designed and developed to meet the needs of the new American neighborhood—a melting pot of culture, lifestyle and trend,” says Julian C. Day, Kmart president and chief executive officer.

Thalía’s collection is inspired by a south-of-the border influence. Her color palette is bold, her shirts and pants are embellished with Aztec designs, and her shoulder-grazing earrings, amulets and crosses all have a Spanish flair.

“My collection is a dream come true,” Thalía stated in a company press release. “I am so excited to have created a line that has been inspired by my culture— showing its color, its passion and its greatness— and one that captures much of my personal style.”

Fabián Molina, senior designer on the Thalía Sodí Collection, foresees her denim jeans with crocheted details, mesh tops, frilly skirts, and graffiti prints—inspired by the star’s own personal artwork—to be collectibles this summer.

Besides showcasing her own brush strokes on the fabrics, Thalía is directly involved in the tiniest of stitches.
“Thalía is helpful in finding, drawing and describing the precise kind of detail she wants in her merchandise, down to the buttons and trim,” admits Molina. He adds: “Thalía is extremely involved in the design process. She works hand-in-hand with Kmart’s trend and product development team.”

Lucy Pereda at Sears

Dubbed the Hispanic Martha Stewart, Lucy Pereda, who hosts a weekly home decorating and entertaining show on Galavisión, En Casa de Lucy, has enjoyed success with her line since its inception last September at Sears.

The Lucy Pereda collection debuted in 227 stores nationwide and began in the realm of women’s apparel. This spring and summer, Pereda says the line will expand to include shoes, handbags, jewelry and sleepwear.

“To me, this is coming full circle to my origins,” Pereda says. “Before I started my television career, I studied design, which has been one of my passions since I have been a little girl.”

Pereda disclosed her new stylish secret weapon for spring: “We are launching a line of guayaberas for women. This is a large scale,” she proudly boasts. “They are so elegant and can be long sleeve or short.”

Pereda’s ladies guayaberas will either have a tapered silhouette or will have a regular straight fit. They will come in the classic white color, but for her summer collection, she plans on introducing them in an array of bright colors. They will be paired with capri pants or guayabera-style skirt.

Pereda also shares Fuentes’ frustration in pleasing women who desire superior styles at reasonable prices. “It’s been one of the biggest challenges—creating quality clothes with good fabrics that women can still afford.”

In addition to apparel designer, Pereda has also worked as a fashion model, journalist, producer and author.

Carlos Santana footwear by Brown Shoe Company
If Carlos Santana’s footwear line follows his musical career, Santana may become the new king of sexy footwear.
Developed four years ago, the Carlos Santana line is now in approximately 600 stores and can be found in major department stores, including Macy’s, and independent boutiques. His signature trait: mile-high heels. These stilettos are not meant to be worn by klutzy, hazard-prone women.

“We believe that stilettos are good for the heart, body and sole,” quips Rick Gelber, vice president and general manager of the Carlos Santana line at Brown Shoe Company.

The Santana consumer is something the company has given a lot of thought to. Their marketing efforts and design capture the heart and feet of chic ladies who have a flair for fashion and fun. “She is definitely a shoe lover,” Gelber says, describing their market. “She is in the store every two weeks shopping and is looking for fresh fashion all the time. She’s confident, sophisticated and feminine. She really wants to be noticed.”

The collection is directly inspired by the legendary musician, Gelber maintains. “He doesn’t design the footwear; we run everything through his team.”

When asked how Brown Shoe Company feels about this specialty line, Gelber replies, “It’s been great for the company. Carlos Santana has been around for 30 years as an icon. He’s a great person and a good citizen. He’s been great for charities. It’s the interpretation of this multicultural entertainer.”

JLO by Jennifer López

The original queen of celebrity-designed fashion, JLO by Jennifer López sells at Macy’s, boutiques and smaller-end stores throughout the country. Their user-friendly and attractive website (www.shopjlo.com) is also a marketing tool that allows online consumers to purchase her pieces directly.

Just like the girl behind the garb, the JLO line is sporty and chic. But just how involved is La López in her creations?
“Very involved,” claims Chris Pollucci, director of marketing for her company. “She serves as inspiration and oversees the final outcome of all product lines.”

When asked how the line is coming along, Pollucci states, “Great, [it’s] constantly growing.”

Indeed. What started out primarily as a casual sportswear and perfume line has branched out to include contemporary career wear, dresses, children’s apparel, jewelry, hats, handbags, outerwear and swimwear. If that didn’t cover the whole gamut of a well-dressed lady’s closet, Pollucci reveals that a lingerie line will soon debut.

The prospect of the JLO line reaching out even further into the fashion sphere is also left wide open. When asked if López will ever design the evening dresses that she is known for wearing, he replied, “Possibly.”