Maddie Ziegler has had quite a career, you might know her best from the Lifestyle hit television series Dance Moms, or from her fantastic work as the dancer featured in chart-topping Sia videos like Chandelier and Cheap Thrills. Now the teen-star is branching out, and she has just launched her first apparel collection with Kahn Lucas. Ziegler will work with the brand as the Creative Director of Maddie.
“I was inspired by my own personal style to create a line that is casual and tomboyish yet girly. The looks are comfy and versatile, with pieces you can mix and match. These are all pieces you can dance in; I want everyone to feel comfortable and not restrictive, hence the saying ‘wear what moves you!'” says Ziegler. “I have a team and a style panel of girls that I work closely with to share ideas, study trends, and learn from each other to ensure the line is super strong and relevant for today.”
The tagline for the Maddie Ziegler collection with Girls is “wear what moves you,” and it was inspired by the belief that teens should wear clothes that make them feel confident and comfortable, and that they should be inspired to go after their dream – do whatever moves them – dance, singing, boxing, acting, sports, school. It also refers to Ziegler’s world that is deeply ingrained in dance and movement.
The clothes will be available on maddiestyle.com, and fans can catch all of her favorite on social-media as well.
“Maddie is a great talent on and off the stage and is a wonderful role model for today’s teens. As a father of two daughters, I can say that this collection reflects what tweens want today,” explains Howard Kahn, Kahn Lucas Executive Chairman. “Maddie demonstrates Kahn Lucas’ ability to drive change in the apparel industry and focus on a customer that has been largely ignored. Kahn Lucas is continuing to shape brands and products listening to consumers, and is working closely with retailers to find solutions that are relevant to their consumers.”
Maddie blends fashion with function, using materials that are comfortable and move with the body. Targeted for teens 13-18+, the collection features pieces that will be available exclusively at Nordstrom and online. Kahn Lucas is also exploring relevant international partners. Price points range from $24 – $125, with the first collection will launch in early October, in time for holiday.
Dor Sela, Kahn Lucas CEO, and the creator behind Kahnalytics stated, “We held in-house teen panels at Kahn Lucas to discover insights to their world. Quickly it became apparent that the teens felt Maddie Ziegler is a star, yet an accessible, and a genuine wholesome girl that the girls grew-up with and relate to easily. We approached Maddie with the idea of designing her own collection and she was enthusiastic about the opportunity. The launch of Maddie gives teens the fashion they want and provides retailers a way to compete vertically by speculating less on what this customer is looking to purchase.”
“The teen shopper has been largely ignored. She is too old for the girls department, and too young for adult looks and fits. Maddie is designed by a teen with a great sense of style, and someone that this age group feels connected to. Our in-house teen panel also gives feedback on the designs, making the collection a true teen collaboration,” says Elizabeth Toney, Brand Director, Kahn Lucas.