Grammy Award-winning pop icon has teamed up with global brand management and licensing company Epic Rights to develop and launch a line of high quality fashion and lifestyle branded products that reflect her personal sense of style, lifestyle, artistry, and creativity.
The move was generated by the momentum of Britney Spears’ award-winning and record-breaking Las Vegas residency, “Britney: Piece of Me,” and in anticipation of her upcoming tour, the multi-platinum.
Commenting on the partnership, Britney said, “I am excited to collaborate with Epic Rights to create a new contemporary lifestyle collection.”
Epic Rights will also manage Spears’ e-commerce initiatives including Amazon.
“We see this new lifestyle collection as Britney’s next step in connecting with her legions of loyal fans around the globe,” said Larry Rudolph, who manages Britney Spears.
“Sharing her style and fashion sense through products she has developed is a testament to her authenticity as well as her commitment to and appreciation of the fans that have made it all possible,” Larry added further.
With one of the bestselling fragrance lines of all time, with Elizabeth Arden, available in over 85 countries and her recent campaign starring as the face of Kenzo, Spears and Epic Rights together, will continue to expand her brand presence in the marketplace globally.
Spears’ personal involvement in all aspects of the collection will ensure authenticity across a number of targeted categories including fashion apparel, hair care, accessories, exercise and electronics.
“Britney continues to be one of the biggest pop stars in the world with numerous multi-platinum records and awards over the past 20 years. As a passionate artist, successful businesswoman and devoted mother, her strive for excellence is unparalleled,” added Dell Furano, CEO of Epic Rights.
Spears recently announced her tour across the U.S. and Europe, following her record-breaking, four-year headlining residency, “Britney: Piece of Me.”
Britney Spears is one of the most successful and celebrated entertainers in pop history with nearly 150 million records worldwide.
Born in Mississippi and raised in Louisiana, Spears became a household name as a teenager when she released her first single “Baby One More Time.”
Headquartered in Los Angeles, Epic Rights is a leading music industry retail branding, merchandising and concert artist services company representing many top artists.
The anticipated retail launch for the Britney Spears Lifestyle program is scheduled for Spring 2019.
