Christie Brinkley, Xcel Brands Ready to Launch Lifestyle and Apparel Brand Exclusively for HSN
The brand, which is called Twrhll by Christie Brinkley, debuts in May.
and Xcel Brands Inc. have come together in a new venture for HSN.
They have created a new lifestyle and apparel label called Twrhll (Towerhill) by Christie Brinkley that will be distributed exclusively on HSN, beginning in May. Brinkley, the 70-year-old supermodel, actress and entrepreneur, will serve as the public face and voice of the brand, including appearing on live broadcasts and streaming services for HSN.
“I'm thrilled to partner with the team at Xcel Brands and HSN for the launch of Twrhll, a brand inspired by my many years in fashion and the timeless style of my home, Towerhill [on Long Island's East End]. We aim to focus on inclusivity and fun fashion,” said Brinkley. “I want to inspire women at any age and with any body type to confidently wear products that support their individual characteristics. Twrhll is a brand specifically tailored to these efforts and I am excited to connect personally with consumers across retail and livestream channels.”
“Christie is an icon whose timeless elegance remains at the forefront of fashion,” said Robert W. D'Loren, chairman and chief executive officer of Xcel Brands. “She is the perfect partner for Xcel Brands, as we continue to build a dynamic roster of brands supported by vibrant personalities that drive our retail strategy and establish powerful connections to consumers through live-selling channels.”
Twrhll encompasses knit dresses, woven tops, knit tops, denim, bottoms, hats and belts. Sizes range from XXS to 3X, and prices go from the $20s to $30s for belts and hats to $39 to $90 for apparel.
Bridget Love, general merchandise manager and vice president, merchandising, fashion and beauty at HSN, explained why they chose to collaborate with Brinkley.
“When we look at the winning formula for success at HSN within video commerce, it's the concept of taking a well-known personality/celebrity who has an authentic connection to product. When we had the opportunity to meet Christie for the first time, it was clear. She is a creator in her own right. She has her own unique fashion sensibility. She's a gardener, an artist, a painter, a crafter, and really those elements of who she is really shines through the clothing,” said Love.
The collection is inspired by Brinkley's love of art, architecture, gardening and the sea, as well as her home in the Hamptons.
“The home itself is beautiful. Throughout the home, Christie as an artist and a creator has her unique touches. She has a beautiful garden out back. The line draws inspiration from the home and her time there and helps reflect on her love of being creative and her love of art,” said Love.
Brinkley will make live appearances from the HSN studios in St. Petersburg,
Fla., beginning May 30, where she'll share with HSN customers her inspiration behind the line, said Love. In describing the collection's aesthetic, Love called it “classic, yet whimsical.”
“There's a strong representation of color and print woven throughout, but there's also this element of novel. It's novel and fun and that's where you see Christie's engaging personality come through the clothes,” said Love. She said it's aimed at HSN's target customer who loves “colorful, fun clothing.”
“Our girl loves something that she can't walk into a store and find, and that's what we aim to bring her every day is unique product offering that you can only find at HSN. It's for someone who wants to have fun with clothing and life.” She said their target demographic is 45-to-60-year-old women.
She explained that Brinkley was very
involved in design and that everything received her stamp of approval. The Twrhll collection will offer four to six collections a year.
“For us, celebrity partnership is really at the root and core of HSN and they've been very successful for us. Any partnership we're looking to launch is really for the long term. We really do see this as a longterm partnership,” said Love. Eventually, they'd like to add categories such as swimwear as well as home.
Among the other celebrity partnerships HSN has are C. Wonder by Christian Siriano, which they launched last year with Xcel Brands and was their top brand launch at HSN.
According to Love, Xcel helps HSN in developing the product, creating the vision and making sure the vision and initial product direction are true to who the celebrity is. This collection is manufactured by One Jeans Group.
Love believes dresses will likely be the bestsellers, along with jackets and accessories.
Xcel Brands is one of the largest providers within the interactive TV market and is investing in livestreaming technology platforms and partnerships. In addition to Twrhll by Christie Brinkley and C. Wonder, Xcel Brands owns Halston, Judith Ripka and Logo by Lori Goldstein brands. It also has stakes in Isaac Mizrahi and Longaberger.
Brinkley herself is involved in several businesses, including Christie Brinkley Authentic Skincare, a hair extension collection and an organic prosecco line. She has appeared on more than 500 magazine covers worldwide, and is the author of two bestselling books, with her most recent being “Timeless Beauty: Over 100 Tips, Secrets, and Shortcuts to Looking Great.”