Fergie to Become Next Candie’s Girl

NEW YORK Performing artist Fergie, the fashionable female singer for the Black Eyed Peas, has partnered with Candie’s in a deal that places the fulsome blonde front and center in the brand’s spring ad campaign.

A TV commercial will break on the Grammy’s on Feb. 11 in select markets.

Candie’s, which is owned and licensed by Iconix Brand Group, New York, is sold exclusively at Kohl’s stores and on www.kohls.com.

The pop star also will make personal appearances on behalf of the brand as well as participate in campaign launch events. Candie’s and Kohl’s will co-sponsor Fergie’s The Dutchess tour later this spring and summer.

Previous Candie’s celebrity endorsers include Destiny’s Child, Hilary Duff, the Dixie Chicks and Jenny McCarthy.

The effort, which was developed in-house, launches in March issues of fashion, entertainment and lifestyle publications and online at teen Web sites, as well as the TV spot that will air on major networks.

Creative, which was shot in-house, shows Fergie in playful moments. The commercial shows her in her Beverly Hills home while a voyeur looks on. When
Fergie realizes someone is watching her, she plays it up in a fun and sexy way. The soundtrack for the spot is “Glamorous,” from Fergie’s solo debut album, The Dutchess.

Candie’s Web site will feature a “That Is So Candie’s” theme. Visitors can log
onto www.candies.com and upload their real-life “Candie’s moments” to “C-tube” via video, photos or stories, and also enter to win a sweepstakes to become “Dutchess for a Day.” One winner will be flown to Los Angeles for the next Candie’s and Fergie photo shoot and to have lunch with the star.

Budget for the effort was not revealed.