“Real Housewives of New York City” star Bethenny Frankel has a grip on what women want.
The reality television star-turned-diet mogul is expanding her Skinnygirl snacks and liquor empire to include denim.
Frankel is partnering with New York City-based One Jeanswear Group to design, produce, sell and distribute the Skinnygirl Jeans brand. The collection will span denim, knit tops and jackets, and incorporate premium stretch, rigid fabrics and elevated washes.
And contrary to the brand’s svelte moniker, Skinnygirl Jeans will offer an expanded fit story.
“Skinnygirl is a state of mind; it’s about applauding your strength and feeling good about yourself. It is important to me that this line is inclusive of all shapes and sizes, offering women premium denim fits in the most innovative and comfortable fabrics, at a sensible value,” Frankel said in a statement.
The collection will launch in August 2018 and will be targeted to department stores. Average price points will be under $100.
Skinnygirl Jeans joins One Jeanswear Group’s robust portfolio of celebrity denim brands. The company designs and distributes denim for Jessica Simpson, Gloria Vanderbilt and Justin Timberlake’s William Rast brand.
“This new partnership allows us to bring our renowned expertise in the jeanswear category to this highly recognizable brand. From the moment I met Ms. Frankel I was truly inspired and I am confident that she will bring the same passion and enthusiasm that she brings to her business and philanthropic efforts, to this exciting opportunity,” said Jack Gross, One Jeanswear Group CEO.