Wet Seal has signed on Epic Records recording artist 3LW to showcase the retailer’s “BeDazzle Your Denim” mega-promotion, held at Wet Seal stores nationwide starting August 1.
The contest rewards the craftiest Wet Seal girl with a trip for two to Honolulu, Hawaii to see 3LW on the closing night of MTV’s TRL (Total Request Live) Tour on September 21, 2001.
To enter, contestants must embellish a pair of Wet Seal Blue Asphalt jeans – which can be jeweled, studded, painted, pinned, patched, ripped, dyed, drawn on or otherwise decorated! – and submit a photograph of the finished jeans in person at a Wet Seal store by Sept. 10. For this promotion, Wet Seal will carry the BeDazzler, the popular design tool used to bejewel and stud clothing. The winner will be chosen from all entries by Wet Seal’s design team and notified by approximately Sept. 15.
Fifty Second Prize winners will receive their own BeDazzler kits; 25 Third Prize winners will receive Wet Seal gift certificates worth $50; and 50 honorable mentions will receive a Wet Seal rhinestone-studded logo T. No purchase is required to enter the contest. Rules are available online at www.wetseal.com.
“Wet Seal believes in encouraging teen confidence and creativity,” said Kathy Bronstein, CEO and Vice Chairman of Wet Seal. “We want to support and reward the talents of the many young women who surround us. This contest is a wonderful way to inspire creativity and nurture confidence in their accomplishments,” continued Ms. Bronstein.
The partnership with 3LW in the “BeDazzle Your Denim” contest embodies this philosophy. 3LW (Three Little Women) is the popular Epic Records trio who are Kiely Williams, Adrienne Bailon and Naturi Naughton. Their self-titled debut album is fast approaching multi-platinum status.
“These talented teenagers have distinguished themselves by their positive message and strong sense of self-respect. We believe they are the perfect group to partner with on this promotion,” concluded Ms. Bronstein.
The contest will be supported with full-page ads shot by photographer Marc Baptiste in the September issues of Seventeen, YM and Teen People magazines, featuring 3LW in custom jeans designed by Lenny Parrella, Wet Seal Fashion Director, and celebrity designer Francis Hendy, who has designed for recording artists including Missy Elliott, Macy Gray and the Backstreet Boys. The “BeDazzle Your Denim” contest will also be promoted via posters and other in-store displays in more than 450 stores nationwide.
