from wwd, images from wwd
Le Sportsac to Model Line on 'The O.C.'
By Sophia Chabbott
NEW YORK — LeSportsac, known for collaborating with Diane von Furstenberg and Gwen Stefani, is turning its efforts to TV with a collection called LeSportsac for The O.C.
LeSportsac was acquired in November by Accessory Network Group, a licensing and accessories conglomerate based here.
"The O.C."-influenced collection, which will be shown at market this week and bows at retail in August, comprises 13 bags and is divided into groups inspired by each of the TV drama's protagonists. LeSportsac called upon "The O.C." wardrobe supervisor Robin West and co-executive producer Stephanie Savage to aid in the designs to get them just right.
"We are really excited to be working with LeSportsac on a new product line inspired by "The O.C.," said Maryellen Zarakas, senior vice president of worldwide marketing and television and studio licensing for Warner Bros. consumer products. "It is a natural fit between their demographic and that of the show."
Savage projects the line will have a broad reach, too. "We're hopeful that the product line will appeal not just to people who watch the show, but to people who like fashion," she said. "Fashion is a big part of the characters on this show. It's part of how you understand their world."
The Marissa bags, based on the character played by Mischa Barton, include black ripstop nylon pochettes and totes with chain handles and a flat pink rose appliqué. The Summer collection, named for Rachel Bilson's character, has the most styles, including a reversible tote and a wristlet in a floral and polkadot print.
The Ryan and Seth collections, named after the boys on the program, represent the firm's first venture into men's accessories. There are PDA holders, messenger bags, a leather-trimmed backpack and a duffel, all in ripstop nylon.
According to Paul Sanchez, vice president of visual merchandising, store design and creative services for LeSportsac, the firm is using this project as a transition into the men's category.
Each LeSportsac for The O.C. bag is lined in a print fabric that references a character's trait. The Marissa bags are lined in a print with Barton's image and the words "Free Marissa"; Summer's bags have a "The Valley" logo print; Ryan's have a graffiti print saying, "Kid Chino," and Seth's have an "Atomic County" comic strip, as the character is a comic book artist.
The line will retail from $98 to $120 at LeSportsac stores and select retailers, including Bloomingdale's. The bags will be on the show, as well as featured in a print campaign starring the cast members. The print campaign will run in Ellegirl, In Style, Entertainment Weekly, Lucky and Teen People, among other publications. There also will be outdoor, Web marketing and direct-mailing components to the campaign.
This is the first fashion accessories license for the show. In August, a limited-edition clothing line called "The O.C." for Amazon.com bowed on the site.
"The characters often wear our bags on the show, so it was an easy fit," said Sanchez. "[In our collaborations], we look for a connection with pop culture, whether it be a designer, musician or an artist."
Le Sportsac to Model Line on 'The O.C.'
By Sophia Chabbott
NEW YORK — LeSportsac, known for collaborating with Diane von Furstenberg and Gwen Stefani, is turning its efforts to TV with a collection called LeSportsac for The O.C.
LeSportsac was acquired in November by Accessory Network Group, a licensing and accessories conglomerate based here.
"The O.C."-influenced collection, which will be shown at market this week and bows at retail in August, comprises 13 bags and is divided into groups inspired by each of the TV drama's protagonists. LeSportsac called upon "The O.C." wardrobe supervisor Robin West and co-executive producer Stephanie Savage to aid in the designs to get them just right.
"We are really excited to be working with LeSportsac on a new product line inspired by "The O.C.," said Maryellen Zarakas, senior vice president of worldwide marketing and television and studio licensing for Warner Bros. consumer products. "It is a natural fit between their demographic and that of the show."
Savage projects the line will have a broad reach, too. "We're hopeful that the product line will appeal not just to people who watch the show, but to people who like fashion," she said. "Fashion is a big part of the characters on this show. It's part of how you understand their world."
The Marissa bags, based on the character played by Mischa Barton, include black ripstop nylon pochettes and totes with chain handles and a flat pink rose appliqué. The Summer collection, named for Rachel Bilson's character, has the most styles, including a reversible tote and a wristlet in a floral and polkadot print.
The Ryan and Seth collections, named after the boys on the program, represent the firm's first venture into men's accessories. There are PDA holders, messenger bags, a leather-trimmed backpack and a duffel, all in ripstop nylon.
According to Paul Sanchez, vice president of visual merchandising, store design and creative services for LeSportsac, the firm is using this project as a transition into the men's category.
Each LeSportsac for The O.C. bag is lined in a print fabric that references a character's trait. The Marissa bags are lined in a print with Barton's image and the words "Free Marissa"; Summer's bags have a "The Valley" logo print; Ryan's have a graffiti print saying, "Kid Chino," and Seth's have an "Atomic County" comic strip, as the character is a comic book artist.
The line will retail from $98 to $120 at LeSportsac stores and select retailers, including Bloomingdale's. The bags will be on the show, as well as featured in a print campaign starring the cast members. The print campaign will run in Ellegirl, In Style, Entertainment Weekly, Lucky and Teen People, among other publications. There also will be outdoor, Web marketing and direct-mailing components to the campaign.
This is the first fashion accessories license for the show. In August, a limited-edition clothing line called "The O.C." for Amazon.com bowed on the site.
"The characters often wear our bags on the show, so it was an easy fit," said Sanchez. "[In our collaborations], we look for a connection with pop culture, whether it be a designer, musician or an artist."
