If you don't know who Bethany Mota is, you're old, and therefore, of no interest to Aéropostale , which engaged the YouTube sensation to design an exclusive collection in hopes of winning over teen shoppers. The Bethany Mota Collection launches Sunday, Dec. 8 at Aeropostale stores nationwide. The retailer conducted a Twitter contest to determine where Mota would appear on launch day, and Mall of America won. She'll be at the store from 9 am. to Noon. Six hundred wristbands will be handed out, entitling fans to meet Mota. And based on their #lifechanging tweets since Mota announced her MOA visit on Twitter, they'll be lining up early.
Four years ago, Mota, now 18, started posting YouTube videos of "style hauls" (shopping expeditions), beauty and fashion tips and trend observations. Her fan base recently topped 4 million subscribers. Aéropostale wants them. Badly. The retailer has been playing up the Mota launch via social media and on its website, "unlocking" looks each day and offering visitors access to the full lookbook if they tweet the company with #MoreMota.
Of course, Aéropostale 's execs say their adoration for Mota goes beyond social media. "She has a keen eye for fashion... and is a wonderful role model," Aéropostale Executive Vice President Emilia Fabricant said in a statement. "She connects with the teen girl and has been an Aéropostale customer herself for years. With that in mind, she is a natural fit for the brand.”
The collection, which is planned to continue through next year, includes apparel, accessories, and jewelry ranging from $5 to $78. According to the retailer, each piece was "intricately designed by Bethany to reflect her own style merged with that of her fans."
Here's Mota's statement: “I definitely infused my personal style into each piece, but I am a teenager so my style changes all the time! My viewers had a lot to do with the designs too. They are always tweeting me photos of what they’re wearing and what they like, so it was helpful to see what they were looking for in that aspect.”