Tell your little sisters to watch out, America. Jessica Simpson just inked a deal to add a tween-focused line to her stable of clothing and accessory labels. And she’s bringing in her little sister Ashlee (you remember, the one who’s also a singer) as co-creative director.
The Simpsons will oversee the design of everything from shoes, outerwear, sportswear, activewear (there’s a difference between the two!) and jeans “geared to the fashion-forward tween.” Women’s Wear Daily reports the Jones Group, which licenses the Jessica Simpson clothing lines, already has orders for the tween line. Come fall, it’ll be in over 400 stores (including Dillard’s, Lord & Taylor, Macy’s, Belk, Von Maur, Bon-Ton and The Bay) across the United States and Canada.
Simpson, who’s rapidly approaching one billion dollars in sales, is naturally very excited.
“Creating a tween apparel collection was a natural extension for the brand. I’m excited to bring my sister, Ashlee, along as co-creative director of this division, because she brings a savvy rocker edge that defines today’s tweens,” said Jessica Simpson.
And while the tween line is a sensible addition, the people with their hands on the Simpson purse strings don’t expect it sell like hotcakes the way other pieces of the brand have. While the sportswear and jeans labels are expected to rack up about $200 million in sales next year, the tween line is aiming for about $20 million. But given just how popular Simpson’s clothing and shoes have been (again, approaching a billion dollars in sales), we’d wager it’s just a matter of time before it starts pulling in major money, too.