Actress Rachel Bilson is collaborating with DKNY Jeans to produce a line that will be called Edie Rose for DKNY Jeans. For the Liz Claiborne Inc.-owned brand, this partnership will give them a chance to address a more fashion- forward customer. The line will initially include 15 pieces of sportswear mix: button down tops, sweaters, jackets, t-shirts, dresses, and two jean styles— a straight leg and a skinny leg, both in a dark wash. Edie Rose for DKNY Jeans will launch in September and will whole sale between $19.50 and $49.50.
Bilson explained, "I want people to see these clothes for what they are, not just another line designed by another celebrity. I want the line to be taken seriously." President of DKNY Jeans, Kevin Monogue, stated, "It has potential to go long term. Stores are looking for something new to have on the floor, and we are confident that they will really like what they see."
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