Singer/songwriter Taylor Swift won't be at market, but her new line of home textiles will.
Multi-category manufacturer Aussino this week is previewing a line that includes top of bed, quilts, dec pillows, solid color towels, beach towels, tote bags and apron. The supplier plans to add robes and sleepwear to the collection for the official launch.
Swift, a seven-time Grammy Award winner, is raising her profile in the products business. She recently signed on as the face of Diet Coke, and she promotes girl power in a Keds campaign that broke earlier this year. She has two perfumes in the market as well as a line of greeting cards with American Greetings.
"This is a fresh look," said Steve Lewis, Aussino president. "A store can really build around this brand."
Former Boscov's CEO Burt Krieger, who has known Swift's family since she was in grade school, is working with the musician on brand and product development. He described how the pajamas Swift sported in her "Never Getting Back Together" video - an outfit whipped up by a stylist from a funky piece of fabric - received so many queries from fans that the team quickly put a line into production. "We sold 2,300 in three days on her Facebook page," he said, noting there was no effort made to sell the PJs elsewhere. "We say she is ‘authentically composed.' "
Aussino created two lines of bedding for Taylor Swift Home. The first addresses "the young Taylor," a nod to her breakout at age 16 as well as her as her young fan following with sweet prints. The other reflects the more sophisticated sensibilities of the now 23-year-old Swift, a designer-wearing celeb who's no stranger to the red carpet.
omg OMG OMG ITS TRUE SHE SANG THE HOLIEST OF LEGENDARY HYMNS OMG WHATS GOING ON ISIDE OF MY BODY I CANT BREATHE EWHA =-RVRF
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I NEED IMMACULATE AS YOU AT MY SHOW TAY PLEASE
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I SWEAR SHE ****ING STALKS THIS BASE. LIKE. HOW? WHY? WHAT? THAT'S THE ONE SONG WE'VE TALKED ABOUT FOR FOREVER. I JUST CANNOT. LIKE. OHMYGOD. TAYLOR. I LOVE YOU.
