At a press conference held in November 20, teen sensation and singer, Selena Gomez announced that she is teaming up with the sports giant and athletic company adidas with a view to develop and design a sports line for her teenage fans.
The new collection to be developed by Gomez is called Neo that will feature accessories, clothing and footwear. This collection aims to attract the age group between 13 years to 19 years and will be more of a street wear clothing line than sports wear. Pieces from the collection will include plaid shirts, puffed vests, knitted hats and sneakers with high tops.
20 year old Gomez is also the global fashion icon for the label Adidas Neo and she has signed a contract for three years with the company that will require her to develop the seasonal clothing range for the label as well.
Gomez is really excited and she has been quoted as saying that this collection is dedicated to her followers who care about fashion and wants to have fun while still maintaining their individuality.
She also expressed that the designing process is also very fun and involving as she gets to wear the clothing first and thereby can express her opinion about the clothes.
Gomez will also appear in digital, print, retail as well as the outdoor campaigns as the Selena Gomez adidas designer, which has been slated to begin by the month of February 2013 with a view to promote the label. Selena is not new to the fashion world and designing experience as she had already launched Dream Out Loud which is her own fashion label.
The chief marketing officer of brand adidas, Hermann Deininger is also optimistic regarding the new collection to be developed and promoted by Gomez. According to him, excitement, surprises, adventure and fashion is the quintessential essence of the teenage culture these days. Also Selena Gomez is that teenage sensation who embodies and reflects such traits within her character. Neo label aims to translate this through its clothing line.