LITTLE ROCK, AK: The Dillard's department store chain has hired the Susan Magrino Agency to handle PR for a new line of clothing from country singer Reba McEntire.
McEntire's production company, Starstruck Entertainment, recommended the agency to Dillard's, said Susan Magrino, agency president.
The agency has worked on items from Martha Stewart available at Kmart and also on a fragrance line from singer Celine Dion.
"We do know about taking a celebrity who is well-known in one arena and taking them to another arena," Magrino said.
A fashion show preview of the line, called Reba, is being held this week in New York for long-lead magazine editors. The agency also will offer McEntire to various media outlets between now and when the line goes on sale in the spring, Magrino said.
Messaging will focus on McEntire's involvement in the new line. The agency has put five people on the account.