Thursday, August 11, 2011
Steven Tyler Teams Up With Andy Hilfiger for Macys Line
NEW YORK — Inspired by the rock ’n’ roll style of Aerosmith front man Steven Tyler, Andrew Charles is ready to seize the limelight.
“I really love the whole concept of mixing music and fashion together,” said Andy Hilfiger, creative director and president of marketing, who unveiled his new Andrew Charles women’s and men’s contemporary collection, inspired by Tyler, at a shoot at the Gibson/Baldwin Showroom here.
Beginning next month, Andrew Charles women’s and men’s sportswear will be shipped exclusively to 100 Impulse departments of Macy’s. The marketing strategy calls for personal appearances by Tyler at Macy’s and an after party, as well as an ad campaign featuring the 63-year-old Tyler and his 22-year-old daughter, Chelsea, an artist and aspiring model. Steven Tyler’s image will also appear on the hangtags. The company is producing a series of short videos featuring Tyler and behind-the-scenes footage of the campaign shoot. Those videos will be viewable to Macy’s customers who scan the QR code of the in-store visuals using their smartphones.
“To launch it with such an icon such as Steven [Tyler] is amazing,” said Hilfiger, a musician himself who cut his teeth at Tommy Hilfiger and Sweetface Fashion Co., which did the JLO by Jennifer Lopez line. The Andrew Charles collection is being developed by Music Entertainment Sports Holdings, a division of LF USA in partnership with Star Branding. Brothers Tommy and Andy Hilfiger, Joe Lamastra and Bernt Ulmann own Star Branding.