'Sonny With a Chance' of buyers: Disney fashion goes from screen to store
D-Signed is a new line of clothing and accessories created to riff on the main character's quirky closet. We have always admired what celebs wear on TV, now we can actually bring it home. Although it won't be exactly what Sonny wears, the pieces will be close. Wanna copy the way she layers a shrunken vest or boyfriend jacket over a long Tee? Something very similar will hang on store racks. It's like watching a fashion show with a plot. And although Sonny won't sport dangling price tags, items will carry a budget-friendly price, between $4.99 and $19.99.
Unlike most character-based fashion licensing agreements, the new collection forgoes obvious logos, show graphics and photos and concentrates on recreating the costumes for real life.
Target Spokesperson, Janna Fischer, told WalletPop the D-Signed collection, available exclusively at Target, will include everything from lace knit tops, embellished graphic Tees, and skinny pants in houndstooth check to military jackets, bold skirts with tulle and a charcoal-colored boyfriend jacket.
"Essentially," said Fischer, "it's all about layered style right now." True to its trendy roots, however, the first delivery will also feature military influences and important Fall 2010 silhouettes.
Since it's not as easy as it looks to pull off the quirky-yet-oh-so-cool outfits that appear to have been casually thrown together, the D-Signed clothes come pre-layered. "What's great about the collection," said Fischer, "is that it does [ the layering ] for you ... what looks like a hooded sweater worn with a blazer over it is really only one piece. The hoodie and the jacket are sewn together but it gives the impression you are wearing both pieces." The same goes for a pair of shorts designed with leggings already attached. "It makes accomplishing the style that the girls wear on the show very easy and affordable," said Fischer, "You've effortlessly got the look."
Available in the Girl's Department in sizes 4 through 16, the line is audience-appropriate for the future fashionistas ages 8-14 who are the show's fans. In contrast, actress Selena Gomez's collection, "Dream Out Loud" at K-Mart is marketed to a Junior customer who may, or may not, be a part of the Wizards of Waverly Place fan base. As they say in the fashion industry, fit is everything.
Of course, so is timing. Luckily for Disney, Target and Demi Lovato, the show has never been hotter. This month, a new episode premiering mid-month garnered 6.1 million viewers, the highest ever for the series.
What's hot today, however, risks cancellation tomorrow. Mork who? Instead of putting all of their eggs in one fickle, Hollywood basket, the D-Signed line will spin off inspiration from several shows. "Future collections will be modeled after the Alex Russo character on Wizards of Waverly Place with Selena Gomez."
Could the essence of Phineas and Ferb be next? Stay tuned.