Reuters is reporting that Mattel is stepping out of the plastic when it comes to Barbie clothing and stepping into the real world. The new line, Barbie Luxe, will sell everything from jeans, shirts, handbags and jewelry. Designers signed up to participate in the new venture include, Anna Sui, Anya Hindmarch, Citizens of Humanity, Judith Leiber, Nickel, Not Rational, Paper Denim & Cloth, Stila and Tarina Tarantino.
Speaking to Reuters, Mattel senior vice president of global consumer marketing and entertainment said “our target market is the fashionista, from teens through adults in their 20’s and 30’s. It’s not Mattel’s usual target audience.”
The aspirational aspect of the brand may price it out of the range of some Barbie fans, Jeans are priced at $176 and a 3/4 sleeve hooded sweatshirt at $140.
The line launches next week exclusively at Fred Segal Flair in Santa Monica. Designers contributing to the line will also launch it in their boutiques.