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'Once Upon A Time' Considering Entering Contemporary

Disney Consumer Products is seeking to build upon the success of the show's jewelry licensed to Virgins Saints & Angels.

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ONCE UPON A CLOSET: Snow White fashions aren’t just for kids anymore.

Seeking to build upon the success of “Once Upon A Time” jewelry licensed to Virgins Saints & Angels, Disney Consumer Products is in talks to produce contemporary apparel linked with the popular fantasy series.

“We have the audience for this, which is 19 to about 49, and higher income — $100,000-plus,” said Soo Koo, vice president of product development, softlines division, at Disney. “We felt it was perfect timing to introduce this as a lifestyle brand. We are speaking to a couple of up-and-coming high end designers. Most likely in spring ‘14 we’ll have a capsule collection from one of them. We are also looking at capsule collections inspired by all of the great ABC shows like ‘Once Upon a Time,’ ‘Revenge,’ ‘Jane By Design.’ It’s kind of exciting.”

Koo expects “Once” clothing to retail from about $100 to $200. Like the VSA jewelry, looks may well be worn on the show.

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