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Bebe and hit revival show 90210 have teamed up to launch a fashion collection based on the series, reports WWD. Blurring the lines between between the reality and scripted world, the co-branded collaboration will be introduced on-air this fall, during the show's third season, and, simultaneously, unveiled in stores.
Manny Mashouf, the founder of Bebe, calls the project an "integrated marketing and product placement."
· Bebe Links with '90210' [WWD]