The Hotter Than Hollywood Collection debuts at the online clothing store known for its cutting edge west coast fashion is debuting their very own private fashion line – Hotter Than Hollywood Collection.
By: Derik Pritchard PR/Media
Dec. 21, 2008 - PRLog --  has always featured the premium, most sought after lines in LA such as Christian Audigier, Ed Hardy, One Life 2 Live, Sky, XCVI Wearables, and Bejeweled. Now they are adding their own designs to their fashion arsenal. “Hotter Than Hollywood Collection was created specifically in mind for the online fashionista shopper”, explains CEO Mary Helen Shashy. “Over the years we’ve been able to observe our online customers’ buying habits and trends. Online retailing is a very different animal than brick and mortar retailing. Being able to anticipate what a shopper will buy online is only something you can only understand thru experience. ‘Good taste’ is only one factor.”

Hotter Than Hollywood Collection features soft flowing fabrics, mostly of cotton/modal blends. The bodies are all designed for body flattering feminine lines. Many pieces offer graphics with extensive crystal detailing, however others feature soft delicate prints with unique fashion forward silhouettes. The entire collection is fit friendly and sized simply S-M-L, requiring very little guesswork for what would suit the customer if ordering online and not seeing the garment in person at first. Overall, the collection is definitely the caliber of quality and design seen at finer exclusive boutiques and department stores.

With the vast selection of established lines and flood of new up and coming lines offered to stores in today’s market, Shashy has a very confident approach to how Hotter Than Hollywood will be received. “What we’ve created is a slam dunk -  Premium quality fabrics and construction, flattering cuts with beautiful feminine fits, truly unique style with a bit of edge, and at an affordable price”.

With ever growing economic worries, the retail fashion market has been one of the worst hit. This list of closing stores and boutiques grows every week, adding to it the vast graveyard of designer labels to close their doors in 2008 or plan to in early 2009. Many skeptics might suggest that this might not be the best time to launch a new line. Shashy disagrees, “To the contrary, it is the perfect time. Good or bad economy, we all still need to get dressed every day. The truth is that with the exception of the designers featured at, all I see are copy cat fashion lines with giant price tags and  lackluster quality.”

While at this time Hotter Than Hollywood collection is not available for wholesale to other stores, Shashy does not rule that out for the future. “With what we’re doing I do expect to be contacted by other high end contemporary stores and boutiques, but the timing will just have to be there. Handling that kind of volume is not something we would take lightly and just like the standard we have for, we are only interested in doing things correctly with a delighted customer on the other end of the transaction”.

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Online retailer of premium Hollywood designers. Shop the latest in West Coast celebrity fashion with designers featured in LA's most exclusive boutiques and department stores.

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