Accessible (retailing from the high
$30s to the $90s), basics-driven (t-shirts, sweatshirts, intimates,
hats, belts, backpacks, etc.) and everyday wearable for everyone
(from babies to teens to men and women), Harajuku Lovers (harajuku-lovers.com)
is Stefani’s broad-based fan-friendly counterpart to
her fashion line L.A.M.B. Harajuku Lovers officially debuted
in late August at the Project Global Trade Show in Las Vegas, but
the line rolled over the following several months, most notably
in October--for Fashion Week in L.A., just as the pop star
embarked on her Harajuku Lovers 2005 Tour. The line will be
featured nationally at Urban Outfitters as well as boutiques
such as Kitson, Fred Segal and Yellow Dog in L.A. and The
Lounge and Big Drop in New York City.
Stefani has been closely involved every step of the way. “We
were all pleasantly surprised,” says Jeff Silver, CFO
of Jerry Leigh, among whose apparel licensees are the likes
of Disney, Levi’s, Warner Bros. and Nickelodeon. “Her
level of understanding of fabrics and ink and the smallest
details is amazing. She knows what she wants, even insisting
that we use water-based inks. She is intimately involved with
all aspects of the design process, even the fit sessions.
This is a passion for her.”
|
Stefani conjured up the visual themes centered
on her songs, from the reference to bananas in the platinum
hit “Hollaback Girl” to the album’s watercolor
artwork as in the “Alice In Wonderland” vibe of
the video for the platinum track “What You Waiting For?”
Stefani then worked hand-in-hand with Sara Scargall, Design
Director at Jerry Leigh, to bring her vision to reality. Says
Scargall, “This has been one of the most inspiring projects
I’ve worked on because demographically I am so close
to her market. When this first came up, I said ‘We have
to work on this.’ Gwen’s a leader not a follower.
She is such a powerful icon. She influences fashion more than
any other celebrity today.”
Harajuku Lovers in turn was influenced by the adventurous
and fun fashion sense of the Harajuku Girls, the young club
kids of Harajuku St. in Tokyo, which Stefani first visited
in 1996. But while the graphically and lyrically rooted brand’s
motifs are decidedly Tokyo Pop, including its motto of “A
Fatal Attraction To Cuteness” and the posse of characters
dubbed Love, Angel, Music and Baby, Harajuku Lovers is designed
to be timeless. New lines will be released each season across
all categories and new themes and characters may emerge.
“We’re building a brand that will be around for
years,” explains Silver. “We will nurture and
grow it smartly and strategically. We will not oversaturate
the market. We will meet the demand but we don’t want
it to get so big so fast that Harajuku Lovers is no longer
special.”
In many ways, the brand’s marketing approach is similar
to that of an underground band and Interscope Records, Stefani’s
record label, is contributing to the effort. According to
Harajuku Lovers’ marketing director Moj Mahdara (Quiksilver
Inc, Jaguar, Museum of Contemporary Art, DKNY Jeans, Diesel,
Coachella Music and Arts Festival), Interscope will help the
brand key into the fan base, including providing DVD content,
print, radio and tour support. In fact, print advertising
will focus on music and lifestyle rather than fashion publications.
Meanwhile, online outreach will drive fans to the retailers.
“Harajuku Lovers is a sportswear or streetwear lifestyle
line,” says Mahdara, “and not a merch novelty
line. It reaches far beyond the buyer of a concert t-shirt.”
Jerry Leigh has been in business for a highly prosperous 43
years but Andrew Leigh notes that the company has been energized
by the spirit of Harajuku Lovers. “We are always looking
for a product that has a story to tell, a statement to make,
and Gwen and her music and now her brand have that. We’ve
been challenged and that has made us feel like a new company
again. Yes we’re an efficient operator and yes our clothes
are well made. These are highly detailed garments, some requiring
eight or nine processes. They may look simple but they’re
complicated, and that’s the beauty of them. We also
have a large number of artists and graphic designers who can
take fashion to another level and yet we still make clothes
that are moderately priced. But, in the end, the reason Gwen
partnered with us is that we understand her vision about individuality
and creativity.”
Now that vision heard in her music is seen in her clothes.
Her picture or name may not be on the hangtag but Gwen Stefani’s
heart and soul is in Harajuku Lovers. Please visit www.harajukulovers.com
About Jerry Leigh:
Founded in 1962, Jerry Leigh is the leading contemporary kids and adults apparel licensing company producing fully integrated proprietary lines in addition to a wide range of entertainment-licensed apparel. Jerry Leigh’s corporate offices are located in Van Nuys, California, with subsidiary offices in New York, Florida and elsewhere. For more information, please visit www.jerryleigh.com
For More Information Contact:
Jennifer Gross/ Tiffany Caronia
Evolutionary Media Group
Phone: 323-658-8700
Email: Jennifer@emgpr.com |
