Kmart hooking up with E!

'Live' anchors to wear retailer's Attention apparel

The anchors of “E! News Live” will be donning some new duds this fall.

Kmart and E! have entered a joint marketing partnership designed to promote the showbiz news show and Kmart’s new apparel line, Attention.

Kmart teamed with the WB on a similar deal earlier this year to draw attention to the Frog’s fall lineup and the retailer’s back-to-school clothing collection.

E! talent including Alisha Davis, Giuliana DePandi and Kristin Veitch will sport Kmart fashion during the weekday strip. In addition, anchors will be the centerpiece for the ad campaign appearing in magazines.

Kmart will feature tune-in messaging for the skein in its advertising and in signage throughout its stores.

Campaign begins this month and runs through November.

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