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Supergirl: Maid of Might … and fashion icon?

August 1st, 2008
Author Kevin Melrose

Supergirl, by Joshua Middleton

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.”

 
10 Responses to “Supergirl: Maid of Might … and fashion icon?”
  1. Ben Says:

    Just how is the Supergirl shield different from Superman’s?

  2. Evie Says:

    I would be grateful if someone could inform me of how I feel about this. Thanks.

  3. Joe Lawler Says:

    “Just how is the Supergirl shield different from Superman’s?”

    It’s, uh, bumpier.

  4. Cisco Kid Says:

    If you have even been to Hot Topic or Target, the Supergirl stuff is typically a Superman “S” except all in pink. It’s on clothes, car floor mats, that kind of stuff.
    http://www.amazon.com/Supergirl-Hanging-Truck-Fuzzy-Ornament/dp/B000XS51UI

  5. Kelson @ Speed Force Says:

    Outside of comic conventions, I’ve actually seen more women and teenage girls wearing shirts with the S-shield than men and boys. This plan doesn’t sound odd to me at all — it’s more like they’re trying to expand an existing trend. (Let’s see if WP-SpamFree will let me post this time.)

  6. Dean Trippe Says:

    I’m fine with this as long as they don’t keep making everything PINK. Ugh.

  7. mercedes Says:

    I’m actually surprised that they didn’t think of doing a Wonder Woman inspired line considering that they’re targeting an upscale clientele who’s more than likely to be older than the Hot Topic crowd.

    Coincidentally another high end label, Luella (Spring/Summer 2008 collection), looked to another DC character for inspiration- Batman. The collection included a bat-print that was on everything from t-shits to a suit. And she made extensive use of the yellow/black color scheme made popular in the early 90s.

    http://www.style.com/fashionshows/collections/S2008RTW/complete/slideshow/LUELLA?loop=0&event=show1622&designer=design_house61&iphoto=34&play=false&cnt=4

  8. Augie De Blieck Jr. Says:

    Wow. The secondary comics link for the story: Designer Shoshanna Lonstein Gruss once dated noted Superman fan Jerry Seinfeld when she was a wee lass.

  9. MB Says:

    I think a Supergirl clothing line would be awesome. I so want a Supergirl trench coat!

  10. Jane Says:

    For girls there is a difference. Girls can empower too

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