L.A. Label Hopes to Be 'American Idol' Star
The Fox TV show “American Idol” took the singing talents of vocalists Kelly Clarkson and Carrie Underwood to a mass audience. Premium-denim brand Lyric Jeans Inc. plans that the popularity of the highly rated show will take the company to a mass market, too.
On July 9, Los Angeles–based Lyric announced that it inked a deal with “American Idol” co-producer and licensor FreemantleMedia to create a juniors line called Lyrix by Lyric Culture. Lyric Jean President Hanna Rochelle Schmieder said she is in negotiations with mid-tier and mass-market retailers to retail this line. She plans for Lyrix to take its bow when “American Idol” resumes next February.
The mass-market announcement quickly followed the birth of Lyric Jeans. The company was founded in 2006 by Schmieder, who is a musician and composer. Its initial effort, the Spring 2007 line, has been carried by topnotch specialty stores such as Lisa Kline and Diane Merrick. A more complete line, Lyric’s Revolution Collection, will debut for Fall 2007.
Lyric Culture’s price points range from $80 to $120 for T-shirts and $185 to $400 for jeans. The jeans and T-shirts feature lyrics from legendary rock bands such as The Beatles and from artists David Bowie and Janis Joplin. The lyrics are written on the clothes with luxury materials such as Swarovski crystals. The clothes are manufactured in the United States, and the jeans are produced with expensive Japanese and Italian denim.
The juniors line will feature the lyrics of the popular songs performed on “American Idol.” The fashion-inspired collection, which will be composed of jeans, jackets and T-shirts, for example, will retail from $10 to $40. Schmieder plans for the lyrics to be manufactured in China.
Lyric’s president sought a partnership with “American Idol” because the show is one of the most popular brands for girls aged 10 to 14. The show’s 2007 season finale was watched by more than 30 million people.
Before starting the line, Schmieder consulted with veteran fashion retailer Diane Merrick in 2005. Merrick’s shop on Beverly Boulevard in Los Angeles has been selling Lyric’s T-shirts. Merrick said that despite unembellished shirts by labels such as Splendid being in vogue, Lyric’s graphics-heavy fashions have been selling well.
Schmieder hopes to transform her label into a lifestyle brand, which will design a wide array of products from clothes and accessories to fragrance and jewelry.—Andrew Asch
