QS by S.Oliver Music Legends by S.Oliver and Universal
04 Aug. 2010
S.OLIVER AND UNIVERSAL MUSIC INK CO-BRANDING DEAL
S.Oliver, Universal Music and its merchandising daughter company Bravado have banded together to create a new fashion collection. The special edition collection QS by S.Oliver Music Legends is devoted to music legends and offers printed shirts for men and women featuring images and portraits related to the icons. The late Michael Jackson, who influenced the fashion world with his unique outfits, will be the first star to feature in a new campaign dropping in December; the collection will be specially labeled and presented at the point of sale. QS by S.Oliver Music Legends also will be distributed internationally via all channels of distribution and online at www.soliver.de. Tees retail for €19.95, blazers and jackets between €69.95 and €99.95, and denim for €59.95.
With the label “On stage” S.Oliver together with Universal Music also will present a superstar and newcomer each year beginning in 2010, with a new collection inspired by the individual style of the star, who will also be the spokesperson of the collection. Star violinist David Garrett and guitar player and singer Orianthi will be the first to feature. Both have covered Aerosmith’s “Walk this Way” exclusively as the new S.Oliver campaign song. Fans can download the song as a .mp3 or ringtone on www.soliver.com. In conjunction, s.Oliver will launch its own Real Music Channel in partnership with PutPat.tv. The style of the On Stage-collection will be very much rock star-inspired, featuring iconic items including leather jackets, sequin vests, leggings and jeans in different washes. On Stage will be available from October in Germany, Austria and Switzerland via all channels of distribution. Prices retail from €25.95 for tees, €39.95 for shirts, €79.95 for trousers and €249 for a leather jacket.
Said Frank Briegmann, President Universal Music Germany, Austria, Switzerland and Deutsche Grammophon: “Music and fashion are very much connected with each other and are an expression of one’s lifestyle. I am very happy about the collaboration with s.Oliver because it demonstrates how the activities of two strong companies from different business areas can fuse. Together we create emotions for the consumer – by shopping as well as by listening to music.”
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