For DKNY Jeans, the partnership gave the Liz Claiborne Inc.-owned brand a chance to address a more fashion-forward customer. The company will produce and distribute Bilson's junior sportswear line, which will be called Edie Rose for DKNY Jeans. The collection will hit stores in September.
..."Our customer has a real emotional connection with Rachel and she's always on the best-dressed lists, so it seemed like such a win-win for us," said Kevin Monogue, president of DKNY Jeans.
If Bilson moves clothes out of the stores like she moved posts out of the bloggers when she got her bangs, DKNY's going to have a "real emotional connection" (see: sweet, sweet cash) with her too. How Bilson enables the brand to address a "more fashion-forward" customer is a bit of a mystery to us. Yes, she almost always looks good, but is she really "fashion forward"? Marion Cotillard's fish dress at the Oscars was fashion forward. But Bilson, well, she dresses exactly like we'd want our best friend's cool older sister to were we still, you know, 16. Cute, at times hot, and now she has bangs. And she doesn't rock anything too crazy and edgy to scare us away. Come to think of it, maybe this pairing is a match made in heaven? See what we mean after the jump.