Lyric Jeans hired People's Revolution to help launch its new brand, Lyric Culture, designed by company president Hanna Rochelle Schmieder, a singer/songwriter who goes by the stage name Hanna. The firm is working closely with Schmieder to establish the high-end consumer brand as a fashion-denim staple.
Ideas: Lyric Culture's debut collection is focused around the idea of revolution and is geared toward high-end female consumers in the 15- to 45-year-old age bracket. Lyrics made famous by legendary artists like The Beatles, Lynyrd Skynyrd, and The Supremes are the creative inspiration for jeans, jackets, shorts, skirts, corsets, T-shirts, and belt buckles. "Lyrics are a lifestyle. Now you can listen to your favorite songs, as well as wear your heart on your sleeve," said Schmieder. "I want people to be able to express themselves through music and feel like a bit of a rock star when they are wearing it."
Tools: People's Revolution VP Robyn Berkley said the firm is trying to gain exposure for the line prior to its debut at PROJECT, a Las Vegas-based fashion week in February. The firm arranged for it to be featured at an album-release party for rock group America, one of the artists included in the designs. The PR team also did the creative for the fashion book that is being distributed to retailers and high-end fashion media. It is currently focusing on launching the label's Web site that will debut just after Christmas. Lyric Culture also formed partnerships with Warner Chappell, Universal Music, EMI, Sony, BMG, Chrysalis, and Peermusic, each of which hold licenses to various legendary songs.
Measurement: Lyric Culture already considers the line a success by the number of licensing agreements it attained through record- company interest, but will also be looking at sales from the line and response to the line from fashion media and retail outlets.
Company: Lyric Jeans
Campaign: Lyric Culture
PR team: People's Revolution
Launch: Late December