Celebrities plus fashion equals MAGIC

Kirk Baird

Tuesday, Feb. 24, 2004 | 8:14 a.m.

It's a simple equation.

The business of fashion is a multibillion-dollar business.

Celebrities are a driving force in pop culture.

Combine the two and it's a no-lose proposition, right?

Perhaps.

Nevertheless, it's a lure that's proving too tempting for many celebrities not to pass up.

Eminem, J.Lo, Eve, Bow Wow, Jay-Z, P. Diddy, Russell Simmons, Nelly and Jamie Pressly are just some of the notables who've lent their names to clothing lines.

Even model-turned-actress Pamela Anderson has gotten into the act with the Pamela Anderson Collection, which she calls "a fun, sexy and super comfortable" clothing and accessories line which includes T-shirts, sweaters, lingerie, jewelry, cosmetics and fragrance.

"Everyone has a clothing line," said Anderson in a recent interview in Las Vegas, where she was in town to promote her clothing line.

"I've always wanted to do it. I really wanted to have a life where I could be home with my kids ... and live off the brand I created."

The union of celebrities and fashion is nothing new. For decades stars have been hired as spokesmodels for designer clothes.

More recently, though, the celebrities have turned to promoting their own products.

"These celebrities want to extend their brand beyond buying their records or going to their movies," said Camille Candella, marketing director for the Men's Apparel Guild in California, a twice-yearly fashion expo, which concludes its four-day run at the Las Vegas Convention Center and Sands Expo on Thursday.

"They're capitalizing on themselves as a brand (and) fashion is an integral part of that."

Given the popularity of Grammy Award-winning, multiplatinum performer Nelly, it should come as no surprise that his line of clothes, which includes jeans, shirts, blazers and jackets, has sold phenomenally well.

His women's line, Apple Bottoms, which made its debut in August at MAGIC, has already made $4 million in retail sales. And Nelly's men's clothing line, Vokal, has generated millions more -- a far cry from when the rap superstar sold clothes from the trunk of his car after concerts years ago.

"We're more than just urban -- we have a crossover appeal. It's people who want to look good and feel comfortable at the same time," Julie Foo, marketing manager for Apple Bottoms, said.

While not quite such a rags-to-riches story as Nelly's, Steve Harvey still recalls when debuted his line of trendy men's suits and accessories at the MAGIC expo in August.

His booth was tiny, with one table for his salespeople to do business with potential buyers from small boutiques.

Since then the comedian has taken every opportunity to promote his clothing line, the Steve Harvey Collection, using his celebrity status as a conduit to reach a mass audience, including his radio show and appearances on talk shows.

The self-promotion worked.

Six months later Harvey's booth has grown to include two floors, several tables for doing business and wall-to-wall customers who make negotiating from the booth difficult at times.

"I think this is going to be a phenomenal opportunity," Harvey said with a big smile.

A dapper dresser known for his smartly tailored suits and bold and beautiful ties and shirts, Harvey said he has wanted to get into the fashion business for a decade.

The comedian takes pride in his appearance and said fans often approach him wondering where if they can find suits like his.

Which is why a typical suit in the Steve Harvey Collection runs $300.

"My fanbase can't afford a $2,500 suit on a regular basis," Harvey said. "They have kids going to college and families. I just don't want them to pay an exorbitant amount of money on a suit."

With his name on the label, Harvey takes his clothing line seriously, overseeing most every facet of production, from the fabrics to the designs.

He also takes the time to meet with customer representatives all day during MAGIC.

"A lot of guys put their name on a product and don't come (to MAGIC)," he said. "I'm not going to do that. I can't let you put out a bogus product of something that I wouldn't wear myself.

"I've only got one name -- in comedy, fashion and the movie business -- and I'm not going to wreck it."

No, but others might. Being a celebrity often means dealing with the hassles of tabloid reporters looking for a salacious scoop -- real or fictitious -- and the scrutiny of the public eye.

All it takes is one scandal or some front-page legal troubles and a celebrity's value -- including any ancillary products -- becomes nearly worthless.

Foo, for one, isn't concerned about a public-relations fallout ruining Nelly's career.

"Nelly is not that type of person to do that," she said. "He has good business since and makes very good decisions in his life.

"There'll be no Janet Jackson ... "