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Simpson Sisters Tap Into Tween Market

Jessica Simpson signed an agreement with The Jones Group Inc. to design, develop, produce and distribute tween apparel with the help of her sister Ashlee.

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With an assist from her younger sister Ashlee, Jessica Simpson is tapping into the tween category.

The Camuto Group, which holds the master Jessica Simpson license, has signed an agreement with The Jones Group Inc. to design, develop, produce and distribute Jessica Simpson tween apparel as part of its lifestyle offering of the Jessica Simpson Collection. This agreement expands the business the two companies are already doing with Jessica Simpson Jeanswear and Jessica Simpson Sportswear, both of which are licensed to Jones.

The new collection, which will be available in stores in the fourth quarter, will be geared to the fashion-forward tween, sizes 7 to 16. The line — which features sportswear, jeanswear and activewear — will interpret key styles and silhouettes from the juniors line, while focusing on Simpson’s girly, playful attitude. The tween line includes denim jeans (skinnys, boot cut, flares, colored jeans and shorts with leggings), knit tops, hoodies, pullovers, striped shrunken knits, graphic T-shirts and drawstring pants. The Simpson sisters will serve as co-creative directors for the line. This marks their first fashion collaboration.

“Creating a tween apparel collection was a natural extension for the brand. I’m excited to bring my sister, Ashlee, along as co-creative director of this division, because she brings a savvy rocker edge that defines today’s tweens,” said Jessica Simpson.

 

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