Ellen DeGeneres has never been considered an icon of high fashion, but that doesn’t mean she can’t make a few bucks—and a statement—by selling clothes and household goods with her name on them to the everyday consumer.
The comedian and daytime TV icon last month introduced her ED fashion line and just revealed a limited edition collection with GapKids to bring her aesthetic and philosophy to young girls with non-frilly, expression-boosting—and fun—clothes.
As noted in Gap’s press release, “GapKids x ED is an apparel collection and social movement designed to help all girls realize they have the power to do extraordinary things. The collection will be available for purchase starting August 17 through Gap.com, in all GapKids stores in the United States, and select stores in Canada, United Kingdom, China and Japan.”
“We know our customers love Ellen as much as we do,” commented Jeff Kirwan, Gap Global President. “And we couldn’t be more pleased to be partnering with her on our GapKids x ED collection. We look forward to launching the collection in time for back to school as it enables us to champion girls in a way that continues to be true to our brand’s heritage, which has long stood for supporting youth in a way that unleashes their potential.”
“I am thrilled that my lifestyle brand, ED, is partnering with Gap to encourage young girls to pursue their passion, whether it’s math, science, sports, the arts,” said DeGeneres. “Following my passion allowed me to be exactly who I am today– a talk show host with a vibrant side business as a party mime.”
“Gap has always encouraged people to be themselves, and I love that they have the same values that I have: to be true to who you are and to wear cute pants,” she noted to British Vogue, about the GapKids x ED partnership. “I know from my own experience that nothing makes you feel better than being who you are and celebrating what makes you unique.”
“If we shine a light on real girls doing incredible things, that’ll encourage other girls and boys to do incredible things, and that’ll encourage even more people to do incredible things, and eventually the world will be a more incredible place,” DeGeneres added.
Black-and-white photography of some amazing girls dominate the new campaign, from professional skateboarders and drummers to a young entrepreneur and a 9-year-old who creates prosthetic hands. DeGeneres noted that kids love selfies so the campaign is based around that idea, Hello magazine reports.
“Imagine how many girls around the world could bond through selfies in really cute outfits,” DeGeneres told Vogue. “They could break the Internet.” DeGeneres, of course, is no stranger to selfie attempts at “breaking the Internet,” having famously tried to do just that with a Samsung-backed star-studded selfie at the 2014 Oscars.
— Ellen DeGeneres (@TheEllenShow) March 3, 2014