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More details emerged today about Kelly Cutrone's burgeoning fashion empire—the doyenne of fashion-reality-TV-slash-PR has teamed up with Chris Burch, president and ex-husband of Tory Burch, and People's Revolution mainstay Robyn Berkley for the imminent launch of clothing label Electric Light Army next spring. According to a report in today's WWD
... the company aims to open two to five of its own freestanding stores in the first year, with SoHo and Manhattan’s Upper West Side being immediate areas of interest, as well as Los Angeles. Wholesale distribution is being considered, provided they could control ELA’s retail environment. Should the brand take off stateside, it is being positioned to go global “very quickly,” with Asia and Europe being at the top of the list, Burch said.Inspired by iconic women such as Cher, Joan Jett, Katy Perry, and Debbie Harry, the collection will be targeted at 18 to 34-year olds and will be priced between $30 and $300. Cutrone tells WWD that no leather will be used in the collection.
· Kelly Cutrone, Chris Burch Map Out Electric Light Army [WWD]