Quiz in TOWIE link-up for women's and menswear in-store and on-screen
Many of the young fashion retail brands that have been shaking up the UK sector in recent years seem custom-made for a link-up with reality TV shows and that was made clear this week. Fast-expanding Quiz Clothing has announced a partnership with what’s arguably Britain’s best known reality show, Lime Pictures’ The Only Way is Essex (TOWIE).
Quiz is creating its first ever male and female capsule collections in collaboration with TOWIE’s Chloe Lewis, Lauren Pope and Dan Edgar. And the inclusion of men also supports Quiz’s recent news that it’s trialling a Quizman website as it expands into one of the fastest-growing categories.
The partnership will see a number of cast members wearing Quiz fashion pieces in scenes for broadcast, along with outfits promoted across the cast’s and show’s social channels.
The collection will feature an individual edit of up to 15 pieces “representative of the stars’ personalities,” we’re told.
The deal “brings together TOWIE’s signature glamour and Quiz’s sassy and feminine attitudes as well as stylish looks,” the two companies said.
Lime Pictures' Senior Brand Development Manager, Sinead Dean said: “TOWIE is regularly cited as having one of TV’s most stylish cast. Working collaboratively, we’ve been able to create a partnership with Quiz which encompasses various aspects of TOWIE from on screen product placement, to social media strategies, in-store presence, and multiple talent.”
The collection itself will feature day and night looks including playsuits, dresses and colourful co-ords, tailored blazers, classic chinos and shorts, patterned shirts and denim for men, with starting prices at £14.99. The Chloe and Lauren pieces will be in-store and online while the menswear will only be available online.
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