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Taylor Swift Partners With L.e.i. Clothing

Posted by Katie Ball on 05/14/2008

Country Music star Taylor Swift partnered with Jones Apparel Group to be the face of their new “L.e.i Back-to-School” advertising campaign, according to a statement released by the company on Tuesday. 18-year-old Swift is nominated for three ACM awards and has multiple singles on the Country and pop charts currently.The campaign will be titled “This is L.e.i. Country” and will show Taylor Swift with several different L.e.i. jeans and tops. The brand is marketed toward juniors and girls. The line will only be available at Wal-Mart beginning in July 2008. Swift’s ads will be featured in the August issues of several teen magazines including Teen Vogue, Cosmopolitan, and Seventeen. Stacey Lastrina, Jones Apparel Group, Executive Vice President of Marketing, said in the statement she feels Swift is the perfect fit for the campaign. “The ad campaign’s creative direction takes inspiration from Taylor as one of America’s youngest and fastest rising country music superstars,” said Lastrina. “The innovative marketing support will be launched through an integrated, multi-media format including a print, online, and mobile marketing campaign, and will include prominent point of sale visual support within the Wal-Mart stores.” Taylor Swift took the Country Music world by surprise with her first single, “Tim McGraw,” and continues to impress critics and fans. Swift became the youngest and only female artist at 17 to write and sing a number one song on her own. She also has been nominated for several CMA and CMT Music Awards. She was named “Superstar of Tomorrow” at the 10th Annual Young Hollywood Awards. Swift signed a partnership with L.e.i. that is to last for one year.