Like Miley Cyrus, Amanda Bynes, and the Olsen twins, 17-year-old Disney star Selena Gomez will bring some celebrity chic to Kmart's junior's department for back-to-school with her new Dream Out Loud collection.
Miley Cyrus had her Wal-Mart line, Amanda Bynes had her now-defunct Steve & Barry's run, and the Olsen twins had Olsenboye for JCPenney; Now Gomez is aligning herself with Kmart, playing a large role in the massive chain's new strategy to double its juniors department. As John Goodman, executice vice president of home and apparel for Sears (the parent company of Kmart) told WWD: "She will be the centerpiece of the juniors business and hopefully add credibility to the apparel business in the whole Kmart store." WWD also reports that Kmart's really betting on the label's success, projecting $100 million in sales for the first year.
Now, teen lines aren't always the most enticing, fashion-wise -- we'll admit we were seriously disappointed by the Olsen twins' efforts for JCPenney, considering how much we like all the rest of their clothing -- but Gomez's line is actually quite charming. It's true, there are some pieces that offend (the plaid shirts, far too many wool hats, and spandex leggings come to mind), but overall Gomez seems to have captured an aesthetic and stuck with it. The teen star told WWD that Dream Out Loud really reflects her own style, which is "the whole Texan cowgirl meets the glam Boho chic of Hollywood.”
There are some pretty great separates in here: a simple gray ruched cardigan, a floaty printed dress and skirt, a black cotton blazer, some short cowboy boots, a tank printed with little doves. And considering the entire collection tops off at $24, we'll admit that, if we were still shopping for things like a back-to-school wardrobe, we'd be tempted.