Britney Spears New Face of Kohl's Candie's

Staff -- Home Textiles Today, 3/8/2009 12:00:00 AM

New York —

Juniors fashion brand Candie's, carried exclusively by Kohl's under license from Iconix Brand Group, is in a strategic endorsement with pop star Britney Spears, who will appear in the Candie's Only at Kohl's 2009 print, tv, in-store and online advertising campaigns, Iconix said, adding, "Candie's and Kohl's also will be heavily integrated into all of Spears' upcoming promotional activities," such as sponsorship of her tour that started March 3.

A "First Look" tour video debuted March 2 exclusively at www.candies.com, and Iconix said Spears "will wear Candie's apparel, footwear and accessories in an upcoming music video off of her current album." Dari Marder, chief marketing officer of Iconix, said, "We are thrilled to announce our partnership with Britney, which marks her first ever apparel endorsement." Candie's also has a soft home line at Kohl's.