Miley Cyrus And BCBG Design Clothes For Wal-Mart

By Margarita Nahapetyan

Wal-Mart has announced this week that it plans to launch a new fashion line from teen best-selling artist and entertainer Miley Cyrus and Max Azria, chairman, chief executive officer and a designer of BCBG Max Azria Group, for the upcoming back-to-school shopping season.

The collection will feature an exclusive junior pieces that include tops, graphic tees, pants and shoes priced under $20. And what is even more, about 90 per cent of the clothing and accessories in the collection, called Miley Cyrus & Max Azria, will be on sale for just $12 or even less.

The line, which is inspired by the rock music, will arrive for the first time in all Wal-Mart stores and on Walmart.com in early August, and will be part of a triad of Wal-Mart exclusive collections designed specifically for teenagers - the denim-based L.E.I. brand and surf-inspired Op also produce their collections only for Wal-Mart.

John E. Fleming, executive vice president and chief merchandising officer for Wal-Mart stores in the United States, said in the interview that while the world's largest retailer attracts more than 140 million customers to its stores on a weekly basis, individuals still are not getting the opportunity to participate in enough categories. "This time, we are bringing together a leading entertainer and a top apparel house to bring exciting product and price leadership to our customers," he said.

Miley Cyrus' rock-and-roll roots influenced the design of many pieces. The collection reflects a continuation of her collaboration with Wal-mart, where she is among the retailer's best-selling recording artists. Cyrus said that she enjoys creating looks that are all about person's individuality and self-expression. The teen star also added that working in collaboration with Max Azria, whose big fan she herself appears to be, has been an amazing experience for her, and that she is extremely excited about launching this line with Wal-mart. "There is even more to come!" she promised.

Miley Cyrus is very talented and easy to get along with, so as a result of working with her, was created a collection that is authentic and vibrant, said Max Azria of their collaboration duo. Hanna Montana star has worn Max Azria's creations for high profile red carpet events including the premiere of her new movie and the Grammy awards.

Wal-Mart has been one of few retailer stores which has not suffered in bad economy days. The discounter has always put an emphasis on low prices as well as on revamping of merchandise and marketing, and that is why was able to attract even more buyers at the time when people were and still are looking for an opportunity to maximally cut costs.