PR PLAY OF THE WEEK: PR coup will help Arden B grace many

FOOTHILL RANCH, CA: TV's latest style icon Debra Messing, who stars

in NBC's Will & Grace, typically graces fashion mag pages draped in

pricey gowns from such designers as Ralph Lauren. But when TV's diva du

jour appeared on the cover of a recent TV Guide, it was a dress by cheap

and cheerful label Wet Seal's (admittedly slightly upscale) sister

brand, Arden B, that graced her lithe figure.



Savvy PR and a bit of serendipity by the Orange County, CA-based

teenybopper retail clothing chain was behind the multi-million

impression hit.



Glamour Girl Productions principal Tara Solomon, a former beauty and

fashion writer and well-known Miami Beach socialite, certainly knew the

hip Hollywood folks to contact for her new client. However, she admits

luck was a part in the Messing coup.



'I sent over samples to the show's costumer, who chose outfits for Grace

and Karen to wear on the air. And then Debra saw a dress in the line she

just really liked and ended up wearing it to the season premiere where

she was photographed,' said Solomon.



And that's not the only high-profile placement Solomon has achieved for

Arden B. Entertainment Tonight hosts Julie Moran and Jann Karl both

have begun to sport clothing from the line, which targets

fashion-forward women ages 19-35, and Sharon Case of The Young and the

Restless was pictured in this month's InStyle wearing an Arden B. The

clothes have also received free play in layouts for mags such as

Glamour, Cosmopolitan, and Lucky.



Glamour Girl is enjoying the fruits of its labor. Because of Solomon's

success with Arden B, Wet Seal is in negotiations with her to take on

its brand too. Up until now, Wet Seal, which has 500-plus stores in 42

states, has been handled by LA-based Global Fusion.



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