According to the press release…
[Warner Bros. Consumer Products] has partnered with five-time Olympic medalist Nastia Liukin to create Supergirl by Nastia, the first-ever lifestyle merchandise line of its kind for girls available at a major retailer. Supergirl by Nastia will feature trend-right, affordable apparel that encourages a message of empowerment, creativity, strength, intelligence and independence – the symbolic attributes of the iconic Supergirl S-Shield. The collection, created for today’s 8-12-year-old girls, will be available exclusively at JCPenney – in stores and on jcp.com – beginning July 20, just in time for the back-to-school season.
“The Supergirl S-Shield is embraced the world over as a symbol of girl power,” said Brad Globe, president, Warner Bros. Consumer Products. “From ‘fashionistas’ to ‘actionistas,’ a Supergirl is today’s girl and we are proud to be partnering with Nastia Liukin and JCPenney to bring the Supergirl by Nastia line, and its message of empowerment, to life at retail for all girls and their parents.
Prior to reading this, I was not aware that WB had been using Supergirl as a brand in this manner anywhere (or the “Supergirl Jam” mentioned further in the press release). Far be it for me to play fashionista, especially for young girls’ clothing, but while I like that there are some tasteful designs here (and we really only get a sampling), it seems more like the El family crest is merely getting incorporated into some graphic designs and not so much Kara Zor-El herself. Just another symbol like the peace sign. Maybe there are some items with Supergirl’s likeness on them in development, I can’t tell. But, hey, whatever works! Not a parent myself, and lord knows it’s been a kajillion years since I stepped inside a JCPenney.