Hannah Montana is a hugely successful sitcom produced by Disney about a pre-teen girl called Miley Stewart. Miley Stewart is an ordinary teenager, but she leads a second life as pop star Hannah Montana. This sitcom became so popular that Hannah Montana’s clothes, style, dialogue and lifestyle caught the imagination of teenage girls all over the world. Ashley and Mary-Kate Olsen designed the Hannah Montana range of clothing. They struck gold with the popularity of the sitcom because preteens all over the world adopted Hannah Montana’s style as their preferred clothing choice. Hannah Montana clothes quickly became the rage and many pre-teen girls wanted to look like her and dress like her.
Designing clothing, accessories and other paraphernalia around a current youth icon is not a new concept. In fact, there have been many successful brands that were designed around TV stars and real-life celebrities previously. There was a time when all women wanted to copy Jackie Onassis and all men wanted to look and dress like James Dean. Children all have their heroes whom they wish to emulate by dressing up like them. For example, Spider-man and Superman are all-time favourites with young boys.
The Hannah Montana range of clothing doesn’t include logos or cartoons. Instead, the entire range of clothing is designed around the way Miley Stewart goes to school and the clothes that she wears as Hannah Montana. The key idea behind the concept is that teenage girls don’t like to dress up, they merely want to imitate their favourite fashion icon. So the clothes Hannah Montana wears also find approval with parents who feel that she portrays a positive image for their children. The family in the sitcom is also portrayed in a positive manner, promoting strong family values to the show’s viewers
Pre-teen and teenage girls love shopping for Hannah Montana chains, denim vests, ruffle dresses, overalls and cargo pants. There is even a guitar handbag which looks like her guitar. Belts, wallets and a range of accessories are also available in addition to the clothes. These are sold on several websites and in shops around the world. When there is a fashion show to promote clothes, Miley Stewart is usually present, dressed as Hannah Montana.
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