Disney Consumer Products and ABC Family, in collaboration with The Wet Seal Inc., today announced a millennial lifestyle brand called ‘Crush by ABC Family.’ The new collection will offer an assortment of apparel and accessory styles wholly inspired by the fashion-forward female characters of ABC Family’s popular series. A first of its kind for Wet Seal, a leading specialty retailer to young women, the initial collection will be unveiled in all Wet Seal stores nationwide and online at wetseal.com this holiday season.
The first collection, available this fall, will feature fashions inspired by characters from ABC Family’s sizzling dramas ‘The Fosters,’ ‘Twisted’ and ‘Switched at Birth’ and its hit comedy series, ‘Baby Daddy.’ ‘The Fosters,’ ‘Baby Daddy’ and ‘Switched at Birth’ have launched as the #1 new cable television/cable comedy series for the past three summers respectively.
Each of the items in the collection is designed specifically based on a character’s personality and individual style:
- ABC Family’s breakout hit ‘The Fosters’ is represented in the collection through looks inspired by Callie (played by Maia Mitchell), a tough girl with a tender heart. Callie influences the collection with casual, easy styles that have a boho flair. Her collection is threaded in earthy colors and bohemian influenced patterns, as well as classic silhouettes that reflect hope and optimism as she is embraced in the Foster family.
- Inspired by the eclectic style and fierce independence of ‘Switched at Birth”s street-artist Bay (played by Vanessa Marano), key pieces of the collection are grounded in a darker palette with a mix of edgy styles and silhouettes. A passionate romantic often caught in love triangles, Bay is embodied in this collection, which is layered with dark romantic prints and graphics. Her rebellious nature influences the structure of moto-style jackets worn with brocade print dresses and maxi skirts.
- In ‘Twisted,’ the popular and sophisticated Lacey (played by Kylie Bunbury) is the recognized fashionista of the show, inspiring new silhouettes and fabrications to classic feminine dressing.
Lacey’s determination to always be perfect and maintain her hard-earned social stature is represented in the pairing of graphic tops with sleek pencil skirts. Lace insets and unexpected embellishments add a unique twist to these classic feminine looks. - The classic girl-next-door from hit comedy Baby Daddy, Riley (played by Chelsea Kane) brings pretty and feminine style to this collection. Through modern florals and prints, paired with clean, casual silhouettes, pieces are inspired by her fun-loving attitude but ambitious legal mind. Flirty skirts, dresses and skinny denim paired with floaty tops and cardigans reveal Riley as a romantic at heart.
Wet Seal will support the launch with creative windows and in-store displays, a national print and digital media campaign, and an extensive social media program that includes a variety of contests hosted on the brand’s social platforms. The first contest is live now and offers fans a chance to win a trip to Los Angeles, CA and experience a runway fashion show to view the ‘Crush by ABC Family’ collection, modeled by select 2012 and 2013 Wet Seal Model Search contest winners. Visit www.facebook.com/wetseal for entry details; click here for official contest rules.
The merchandise assortment is being designed and manufactured by long-time DCP licensee, Jerry Leigh, in collaboration with ABC Family stylists and DCP product development teams. The collection will offer a variety of apparel and accessory items ranging from $9.90 to $32.90.
