Adam Levine and Nicki Minaj announced new partnerships with Kmart. Each superstar, in conjunction with Kmart and the ShopYourWay.com social shopping platform, will launch a multi-department lifestyle brand featuring clothing and accessories. The superstars will each develop apparel and accessories collections available exclusively at select Kmart locations and on ShopYourWay.com beginning in 2013.
Adam and Nicki will each design and develop their collections with Kmart to reflect their strong creative talents, expressive personalities, and distinctive individual styles.
The collections will extend beyond product and will be integrated with unique, fun, and engaging social experiences for SHOP YOUR WAY members and Kmart customers when they join SHOP YOUR WAY. Through these experiences, Adam and Nicki will showcase the richness of their voices, brands, and lifestyles.
“I am so excited to work with this iconic, mass retailer and to bring affordable fashion to my beautiful ‘barbz’ all across the U.S.,” Nicki Minaj said in an interview.
“Partnering with SHOP YOUR WAY to develop this line was an exciting opportunity for me and I am really looking forward to diving into the process of designing an apparel and accessory collection,” said Adam Levine .
SHOP YOUR WAY is a free membership program and shopping community that offer rewards, personalized deals, product reviews, contests and sweepstakes. Exclusively through SHOP YOUR WAY, Nicki and Adam will each offer unique interactive content, dream experiences for followers, and special promotions involving their new collections and the inspiration behind them.