Candie’s has had various “teen queen’s” as it’s spokespeople over the years, from Hilary Duff, Kelly Clarkson, Ashlee Simpson and most recently Hayden Panettiere. Now the shoe brand has announced that they have signed the ultimate teen queen Britney Spears as their 2009 face.
Although she may not be the teen star she once was, one could be mistaken in her latest promotional picture for the footwear brand. Like Panettiere’s collaboration with Candie’s, Spears’ partnership will see her upcoming tour heavily integrated with Candie’s.
“I’m so excited to be the face for Candie’s Only at Kohl’s. Candie’s and Kohl’s are doing such great things with my tour. It’s great to work with a line that has such cool clothes and accessories,” states Spears in a statement.
Check out the first of the “integrated” partnership videos below – a first look video preview of her Circus tour, with just a few Candie’s promo’s thrown in for good measure.
“We are very excited to feature pop culture icon Britney Spears’ in the 2009 Candie’s Only at Kohl’s marketing campaign,” said Julie Gardner, executive vice president and chief marketing officer for Kohl’s Department Stores. “Britney is authentic and relevant, personifying the Candie’s brand. We are confident that she will resonate with our young shoppers who want great style at exceptional value.”
“Britney’s back and Candie’s has her,” commented Dari Marder, chief marketing officer, Iconix Brand Group, Inc. “We are thrilled to announce our partnership with Britney, which marks her first ever apparel endorsement.”
But wait – didn’t DSquared2 design costumes for Britney’s Circus tour? Will they now be “integrated” with pieces by Candie’s Only at Kohl’s?