Azria Teams With Miley Cyrus for Wal-Mart Collection
Max Azria, owner of Vernon, Calif.–based BCBGMAXAZRIAGROUP, has partnered with pop star and actress Miley Cyrus to create a collection of trend-driven and affordable apparel for Wal-Mart.
The collection, which bows in August, will feature tops, bottoms, graphic tees, shoes and accessories—all priced below $20.
“By partnering with Wal-Mart, we saw an opportunity to reach mainstream customers with our product and introduce our designs to a much broader audience,” said BCBG founder, designer and Chief Executive Officer Max Azria in a statement.
Cyrus is the star of the Disney Channel’s hit show “Hannah Montana” and a best-selling recording artist.
Wal-Mart has also signed on as a title sponsor of Cyrus’ upcoming tour, which kicks off Sept. 14 in Portland, Ore.
The deal marks a new distribution channel for BGBG, which produces designer, contemporary and young-contemporary merchandise under more than 20 brands, including BCBGMAXAZRIA, Max Azria, Herve Leger by Max Azria and BCBGeneration. —Alison A. Nieder