Effortless cool comes to Kmart
After a successful launch of a menswear line at Sears, singer Adam Levine is launching an exclusive women’s wear line at 500 Kmart stores and supporting the initiative with a strong digital component.
Sears Holdings announced that Levine’s line would be available on Thursday, April 10 at Kmart and the retailer’s shopyourway.com online site.
"The best thing about designing a women's collection is that I was able to create pieces that I would like to see a woman wear," said Levine, front man for the band Maroon 5 and one of the hosts of the hit show The Voice. "I was thrilled with how the men's collection turned out, and it's been a really cool process working with the Kmart design team to replicate that simple yet sophisticated style for a woman."
According to Sears Holdings, the line is inspired by the idea of the "Adam Girl," and reflects the the casual and effortlessly cool aesthetic embodied by Levine. Designed in a vibrant summer palette with a mix of prints, the collection features floral adorned kimono tops, colorful twill shorts, crocheted bralettes and an assortment of denim, according to the retailer. Additionally, the line offers unique pieces, including a demure lacy sheer blouse and a summer Aztec maxi dress.
Members of the Shop Your Way program can follow Levine at www.shopyourway.com/adam to view exclusive messages, photos and videos from the star and have early access to products in the collection.
Engaging members further, the musician and new designer will host a "Style Chat" video series on shopyourway.com, giving fans a behind-the-scenes look at the design process and a vehicle to pose questions to Levine regarding his personal style and the development of the line which he will personally answer.
"We are excited about taking our relationship with Adam to the next level. His effortless, cool approach to dressing is perfect for expanding his brand universe into women's wear. Now all his female fans can be part of the lifestyle", said Bernt Ullmann, president of Sears Holdings' Shop Your Way Brands.