Britney Launching Lifestyle Brand with Epic Rights
Britney is continuing to expand her brand. First there was perfume, then lingerie, then a mobile game- now fashion and merchandise!
The Pop icon is collaborating with Epic Rights to launch a line of branded merchandise. The Britney Spears Lifestyle program will span fashion apparel, hair care, accessories, exercise gear and electronics. “I am excited to collaborate with Epic Rights to create a new contemporary lifestyle collection,” Spears said in a statement.
Epic Rights posted the news on their Instagram after rumors surfaced this morning.
The popstar will be personally involved in developing the products, which include apparel and accessories, as well as hair, fitness and tech items for her "Lucky" fans.
“We see this new lifestyle collection as Britney’s next step in connecting with her legions of loyal fans around the globe,” added her manager, Larry Rudolph. “Sharing her style and fashion sense through products she has developed is a testament to her authenticity as well as her commitment to and appreciation of the fans that have made it all possible.”
Britney hopes to expand her brand presence in the marketplace on a global scale through the partnership with Epic Rights. The global brand management and licensing company will also manage her e-commerce initiatives, which includes Amazon.
“Britney continues to be one of the biggest pop stars in the world with numerous multiplatinum records and awards over the past 20 years. As a passionate artist, successful businesswoman and devoted mother, her strive for excellence is unparalleled,” added Dell Furano, chief executive officer of Epic Rights.
This isn't her first collaboration either. Britney lent her face to her Candie’s line at Kohl’s, and even designed a black trench coat (of course) and studded skirt. And of course there's her current collaboration with French designer Kenzo for their La Collection Memento No. 2.
The Britney Spears Lifestyle program has an anticipated retail launch of Spring 2019.