Who says superheroes can’t be stylish? Eschewing spandex and body armor for a more flattering look, geek girl apparel company Her Universe and Disney Consumer Products have partnered for a new line of clothes inspired by the heroes of “Marvel’s Avengers” (and the villainous Loki). The fashion line will be available mid-May exclusively at Hot Topic stores and HotTopic.com, with an online pre-sale already under way ahead of “Avengers: Age of Ultron’s” May 1 release.
The “Avengers” line features items designed by winners of the first-ever Her Universe “Geek Couture” Fashion Show held at last year’s San Diego Comic-Con, where attendees Amy Beth Christenson and Andrew MacLaine took top honors for their original creations. As part of the prize, they won the opportunity to design an exclusive fashion collection with Her Universe founder Ashley Eckstein for Hot Topic.
“It’s been such a pleasure to work with Amy and Andrew to create this line from their initial sketches to the final product sold in Hot Topic stores,” said Eckstein. “Geek fashion is a trend that’s here to stay. Fangirls are making a statement in the fashion community, and this new ‘Avengers’ collection is addressing their demand for more fashion-forward designs.”
“It’s exciting to see Marvel’s female fanbase grow with the second installation of our collaboration with Her Universe, inspired by one of the most highly anticipated movies of 2015, ‘Avengers: Age of Ultron,’” said Paul Gitter, senior VP of licensing for Marvel at Disney Consumer Products. “This collection brings awareness of the emerging fangirl trend into mainstream fashion by uniting stylish designs with iconic characters to create a strong statement at retail.”
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The six-piece collection includes dresses and jackets inspired by Thor, Iron Man, Captain America, Black Widow and Loki.
“Witnessing two talented designers who truly understand the fans and fan culture win a competition at Comic-Con 2014, and then seeing their spin on ‘Avengers’ turn into real product at Hot Topic makes what we all do feel genuinely authentic — and so much fun,” said Cindy Levitt, senior VP of merchandising and marketing at Hot Topic.
The new line is the latest in an expansive merchandise plan for “Age of Ultron,” which also includes 150 products for Target and campaigns with Acura, Dr. Pepper, Visa, Wyndham hotels, Harley-Davidson, Land O’Frost lunchmeats, Farmers Insurance and Hershey. Along with typical kid-friendly fare including action figures, playsets and other toys from partners like Hasbro, Lego, Hot Wheels and Funko, the “Avengers” tie-ins will also spread to the food and packaged goods categories, including Sage Fruit, Conagra granola bars, Crunchpak and Chobani.
“For the first film, we primarily focused on the ‘Avengers’ property and the group shots,” Gitter told Variety back in March. “Now we’re broadening the line and scope to create skews that focus on the team and the individual characters as well… Strategically, we have each one of the retailers focusing on pulling different marketing levers to market this to their consumer in an organized way.”
Hot Topic recently partnered with Temple Street Productions for a line of clothing inspired by BBC America’s “Orphan Black,” and with CBS Consumer Products and Showtime for a “Penny Dreadful” collection.