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Though she’s not your typical fashion icon, there’s no denying that Ellen DeGeneres knows how to build a brand. Between hosting her award-winning talk show and working on several side projects (we’re already counting the months until Finding Dory), the comedienne has somehow found the time to expand her brand even further with a partnership with GapKids.
WWD reports that the star’s new lifestyle company, ED (which will launch its website in June), and Gap will launch GapKids x ED in August, just in time for back to school. According to the retailer, the girls collection, which will feature tops, bottoms and outerwear, is not just an apparel line, but also a “social movement … designed to help all girls realize they have the power to do extraordinary things.” What exactly makes the collection empowering (perhaps “girl power” slogans or a youth version of one of DeGeneres’ signature power suits?) is not yet clear, but DeGeneres is very much for it.
“I am thrilled that my lifestyle brand, ED, is partnering with Gap to encourage young girls to pursue their passion, whether it’s math, science, sports or the arts,” she told the trade. “Following my passion allowed me to be exactly who I am today — a talk show host with a vibrant side business as a party mime.””
In addition to the girls line, there will also be a small assortment of apparel for boys and adult, all of which will be available on gap.com and in GapKids stores worldwide.
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