Jackie O snuggles up to loungewear
Since his well-documented collaborations with Priscilla Presley and Delta Goodrem, the CEO of Jupi Corporation has been raising more than a few eyebrows in the US. Known for his celebrity lingerie, bedlinen and apparel collections, Schiavi said he has spent the past year fielding calls from the likes of Justin Timberlake and actress Rachel Welsh.
Calls he has declined in favour of a new collaboration with Australian media personality, Jackie O.
"All of my business dealings come from intuition," he said. "If I don't click with the person, I don't like to work with them. When I met Jackie, there was an instant connection."
While the two have yet to finalise their first collection, it is understood the brand - dubbed 'Jackie - will specialise in loungewear and sleep apparel, including jersey pyjamas and tracksuits. Priced from $19.95 to $29.95, Jackie O said she was consciously aiming to cater for women sized up to 18.
"We wanted to make something that would fit all women regardless of their shape and size. Everyone has friends that have issues with sizing ? they go on and try a size 14 and it doesn?t fit in that store and then they go to another store and it's too big. This has something for everyone."
Primarily manufactured from cotton jersey, the collection currently includes babydoll slips, singlets, tunics, shirts, pants, shorts and tracksuits in ribbed, matte and embroidered fabrics. Schiavi confirmed the two would continue to refine their designs as they near the brand's impending launch in mid 2007.
"We're aiming for a tight collection because it is the first launch ? we're still chopping and changing as we get the samples in."
Although a buyer has yet to be confirmed ? the two are still in talks with major department stores ? the brand is planning to back up its debut with a one million dollar billboard and print advertising campaign for next year.
"It's been pretty great so far because it's all the creative elements," Jackie O said. "But once all the samples come in and we really have to get it going, I'm sure the hard part will come then."