ABC Family partners with Wet Seal for series-inspired clothing line
Switched at Birth
- TV Show
Teenage girls will be able to dress like their favorite TV characters when the Crush by ABC Family collection launches at Wet Seal this fall.
ABC Family teamed up with the retailer to create a line of apparel and accessories inspired by characters from the network’s three highest-rated series; The Fosters, Switched at Birth, and Twisted.“This is definitely [for] a junior consumer,” Disney Consumer ProductsVP Soo Koo told Women’s Wear Daily, noting that the average Wet Seal shopper falls on the younger side of ABC Family’s key demographic — females aged 12 to 34. “It is a millennial, lifestyle brand. That age group and the type of girls that shop at Wet Seal are perfect for this concept.”
The debut Crush by ABC Family collection will focus on three popular characters, each with her own distinct style.
Pieces inspired by The Fosters‘ Callie Foster (Maia Mitchell) will have a boho aesthetic and come in earthy colors and traditional silhouettes, while edgier items like motorcycle jackets and maxi-skirts in dark, romantic prints represent Switched at Birth‘s Bay Kennish (Vanessa Marano) and Twisted‘s fashionista Lacey Porter (Kylie Bunbury) will be represented by feminine, embellished pieces like graphic tops and pencil skirts. The inventory will be priced from $9.99 to $34.90, and other characters may be used as inspiration for future collections.
Launching in late October, Crush by ABC Family will get a holiday season boost through print and digital media campaigns, window displays in Wet Seal stores, and 15-second promo spots on ABC Family. No word on whether the actors behind the characters — or the costume designers who dress them — will be involved in promoting the line, but it’s likely that pieces will be integrated into their respective shows.
Talk about a match made in tween heaven.
Switched at Birth