Following in the footsteps of Mylie Cyrus, Iconix Brand Group, Inc. has partnered with Walmart to bring Gen Y Consumers something they want – celebrity endorsed fashion at conscious price points.

Iconix debuted its marketing campaign for the Op fashion brand this week.

The campaign features young celebrities who are making it big in the acting and music worlds and focuses on the image of California Cool to sell Op’s fun and functional clothing.

The Op “Rocks Your Shine” collection is being sold exclusively at Walmart and Walmart.com, and advertising efforts are focusing on the teen and young markets through magazines like Seventeen and Cosmopolitan.

Actors Jessica Szohr (Gossip Girl), Dianna Agron (Glee), Cory Monteith (Glee), Alex Meraz (The Twilight Saga: New Moon) and Trevor Donovan (90210), as well as singer Cassie, are all featured in the campaign.

Known for its surfing-inspired clothing, Op is expanding its appeal by focusing on celebrities who embody the carefree, easygoing, and glamorous appeal of California culture and its entertainment industry.

Dari Marder, Chief Marketing Officer of the campaign, stated that, “Op is back with another all-star cast.  This season Op ‘Rocks Your Shine’ with an eclectic mix of television, music and film stars in a laid-back California lifestyle atmosphere. Each fashion forward style has a touch of shine to it and we infused elements of shine into the creative of the campaign.”

We admit, we covet the yellow dress.

Post By: Stephanie Kwak, Senior Content Editor

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