Guest Author - Lorna London Sloukji
It's not just about the music anymore. Today, more and more young musical celebrities are becoming multi-media moguls, investing in other areas of entertainment, real estate, and business ventures. The Jonas Brothers, like many other celebrities will be breaking into the fashion industry with their very own clothing line.
Since their concert movie was not as successful as they would have liked, the musical trio have teamed up with Disney to release a girls' clothing line called "Jonas," consisting of argyle sweaters, polo shirts, plaid belted shorts, leggings, skirts and jeans.
Pamela Lifford, executive vice president of Global Fashion & Home at Disney states, "When you look at their customers following, we have the whole heartthrob play, which is a great thing for us to work with when we are talking about tween girls. The Jonas Brothers are a lifestyle, not just a boy band."
The explosion of the Brothers into Hollywood has definitely created a loyal fan base. "Their movie lets you into their world, and the clothing line is just another way to do that. It's a way to get closer to them and their world."
The Jonas Brothers, however, will not be involved in the design of the clothing, as the pieces will be influenced by the characters they play on their upcoming Disney TV show.
The Jonas Brothers' new tween clothing line will arrive just in time for school shopping, hitting Wal-Mart, Kmart, Sears, and J.C. Penney stores across the country.
Pamela Lifford says, "We see this line as high opportunity for back-to-school. Also, as an added element, within each of the retailers we are offering up differentiation, so that each store has exclusive product on their floors."
The Jonas Brothers have also announced their summer touring plans, stating that they will be travelling to 44 cities in America and Canada, before they get to Europe.
"This tour is going to be about really connecting with our fans," Joe said. "We've got new music that's taking us in new directions plus a mind-blowing production that's going to surprise everyone. We want to give the audience the summer concert they're not going to ever forget."
Breaking into the fashion world is nothing new for Hollywood celebrities. Here are some other A-listers that started clothing lines:
Mary-Kate and Ashley Olsen