Hey Wal-Mart...It's Miley!

Holy Hannah Montana! “Pop-Ka-Ching.” That is the sound of a pop star running off with a boatload of cash from a Wal-Mart merchandising deal. (Why can’t I get a “deal?”)  Ideally, customers will believe that Ms. Cyrus has designed and presumably wears the clothing line that will don her name. You realize, of course, this is a teenager who can’t walk the red carpet in heels and chew gum at the same time. Oh my achy-breaky heart.

Wal-Mart has teamed up with teen pop sensation Miley Cyrus and BIB designer, Max Azria (no comment necessary) for a new back-to-school fashion line, with most of the collection of knit tops, pants and graphic T-shirts selling for under $12. It’s unlikely that Cyrus will be wearing a $12 tee to the Grammy awards. By the way, Cyrus was home-schooled, I doubt she ever needed to worry about what to wear going “back–to-school.”

The Miley Cyrus and Max Azria clothing will be sold along with a CD Cyrus made exclusively for the retailer. Big Surprise! Wal-Mart is also the sole sponsor of the teen pop princess's upcoming U.S. and European tour. Big Surprise too! Cyrus promoted her new line with a performance at a Wal-Mart shareholders meeting at the Walton Arena in Fayetteville, Ark., on June 5. The collection will debut in stores in August.

I’m disgusted with celebrities that promote themselves as designers. Can you imagine Donna Karan doing Cabaret? Karl Lagerfeld on Broadway? Ralph Lauren releasing a “Best Of” album? Or Tommy Hilfiger mixing it up with Ludicrous? …Okay that I could imagine.

--Ron Knoth, Guest Blogger

Comments

[Ron Knoth]

Dear Ciri,

Here we respectfully need to disagree. Ms. Cyrus may be the ideal embodiment for Wal-Mart, as a "country" girl makes good. Granted, Ms. Cyrus is successful. I'm certain she has some fine attributes. She is talented and attractive. Granted, many young girls may even find her "aspirational". But if so, it is not because she has aligned herself with any local or global causes. I don't believe she can be described as altruistic. She certainly has not raised the bar academically. Her personal choice to be photographed sans clothing (as a minor) set the trajectory of her career off in a direction that many parents found disturbing to say the least. Girl power can come from other places then wearing a blonde wig or singing pop songs. Ultimately, it “works” (sells product), but that doesn't mean that as consumers we are really well served. The craft of the fashion designer is minimized when dilettantes offer their name, i.e. “brand” in lieu of actual talent and ability to design something beautiful or transformative. I think we deserve better and can be better.

[Ciri Fenzel]

You may personally be disgusted with celebrities that position themselves as designers, but from a retail perspective it works -- particularly for Wal-Mart. Miley Cyrus may not be a designer, but she has proven to be an arpirational figure among young girls. Wal-mart needs to fill a void with the Mary Kate and Ashley collection that will eventually no longer be relevant. Miley fits the bill. From a retail perspective it is a win-win for all parties involved.