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Martha Stewart is known for many things, among them cooking, crafting, gardening and, when necessary, gracefully delivering a savage roast of Justin Bieber. And now, the former model is hoping to become the next fashion icon for women of a certain age.
Sequential Brands Group, which owns the Martha Stewart brand, and QVC announced Thursday that they have joined forces on a multiyear partnership in which QVC will launch several categories for Stewart’s company, including apparel, skin-care products, food and beverages. Stewart’s lifestyle empire already includes the Martha Stewart Living collection of home goods, and office and craft supplies, as well as collections of coffee and wine.
The 75-year-old lifestyle maven has long been a fixture on the front row at New York Fashion Week, attending the Marc Jacobs, Zac Posen and Diane Von Furstenberg shows over the years. She has a distinctive personal style characterized by simple silhouettes — starched button-down blouses, crisp collarless jackets, tunic tops with cropped cigarette pants, classic jewelry and sensible shoes.
“Our brand has always been devoted to teaching and inspiring people to live more beautiful, more functional and more meaningful lives, and our products provide solutions to do just that,” said Stewart in a release. “I am thrilled to partner with QVC, which offers unique opportunities to engage directly with an even broader audience, bringing to life several new categories for the Martha brand, including beauty and fashion.”
The collection will launch later this year on QVC, and Stewart herself will be making plenty of appearances on the program to promote the goods and share tips for how to incorporate them into everyday life.
Added Mike George, president and CEO of QVC, “By leveraging the power of this relationship, QVC, which is among the nation’s top mobile and e-commerce retailers, brings to our customers Martha’s passion and expertise in a special and exciting new way.”
Details, including an exact release date and price range, have yet to be disclosed. Here’s to hoping that some of pal Snoop Dogg’s fashion savvy has rubbed off on Stewart.
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