Warner Bros. is looking seriously at Supergirl as a fashion brand.
Womens Wear Daily (registration required) reports that the company is moving forward with “a long-term, global Supergirl branded contemporary sportswear line.”
While this isn’t the first Supergirl line — the character’s been used to sell everything from T-shirts to flip-flops — the trade publication says it’s “by far the most aggressive.” The collection could bring in as much as $10 million in wholesale first-year-volume.
The line, designed by Shoshanna Lonstein Gruss, Alice Roi and Laura Poretzky, subtlely incorporates the Supergirl shield on buttons, snaps or small patches. The first collection, comprised of about 35 pieces, includes silk party dresses, patent leather jackets and a twill trenchcoat.
The clothes wholesale for between $23 and $193, and are being targeted to high-end department and specialty stores. They’ll be previewed next month at the MAGIC show in Las Vegas.
So, yeah, it’s not exactly Underoos.
“The whole idea behind the Supergirl shield is a feeling of empowerment — when a girl wears the clothing, she will feel empowered,” says Barry Ziehl, senior vice president of worldwide marketing for Warner Bros. Consumer Products. “That’s what we want to get across with this collection. The voices of the girls behind the symbol of empowerment will be the three designers.”