Stacy London Teams Up With Hollywood Fashion Secrets In Unique Collaboration To Share Style Secrets With Women Across America

NEW YORK and MINNEAPOLIS, May 8, 2014 /PRNewswire/ -- Stacy London, best known for her co-host role for more than a decade on fashion reality show, What Not To Wear, and author of The Truth About Style, and Hollywood Fashion Secrets (HFS), the creator of Fashion Tape and the Style Essentials category with its range of beauty and fashion solutions to help women solve their pesky styling challenges, announced today that they have signed an agreement for London to serve as its Style Ambassadress, a unique role to reveal well-kept style secrets to women everywhere.

The two parties said the exact details of the collaboration activities are not finalized, but are expected to include fun and useful how-to-use online videos featuring London sharing style secrets, social media engagement, PR, events, new product development and merchandising. Additional terms of the deal were not disclosed.

"We all know the importance of accessories -- shoes, handbags, belts and jewelry --  to complete an outfit, but what most women don't know are the tricks of our trade that help us all look perfectly put together," said London.  "Hollywood Fashion Secrets is a company founded by women for women and for more than a decade this team has been dedicated to product innovation to help women solve common, annoying beauty and fashion challenges.  They have created a collection of useful, everyday products -- expert short-cuts -- that empower women to style themselves with ease, which allows them to feel more confident and certain.  I am thrilled about this new partnership with the Hollywood Fashion Secrets brand and team.

"I have a kinship with women who struggle with challenges. My main aim with this collaboration is relating rather than coaching and to serve as a Style Ambassadress who understands and delivers the industry's best-kept secrets – and some innovative new ones – to help women get ready every day with sureness, positivity and confidence."

HFS was founded on a similar share-the-secret idea more than a decade ago when a gaping cardigan was closed with double-sided tape by an industry insider and friend of the founders.  This "aha moment" has now led to an array of Style Essential products – a collection of 30-plus items – featuring such must-have products like the Hip Hugger "back-belt" to close the common back-of-jeans gap; Boot Straps for a smooth look when wearing the tuck-in trend; Silicone CoverUp nipple covers important to "deperkify" when going braless or wearing an unpadded bra; Bra Converting Clips to instantly convert the traditional bra  into a cross-back style, as well as Deodorant Removing Sponge, Sweater Saver and more. The team continues to innovate every day to bring new products forward including the just-launched Eye Makeup and Nail Polish Remover Swabs and purse-ready Perfume Atomizer – smart new beauty essentials. 

"This collaboration with Stacy London, a trusted advisor and style empathizer to millions, is a game changer for our business and for women everywhere," said Jane Dailey, co-founder and president of HFS.  "This alliance will significantly boost our efforts to share our clever style secrets and establish this new, innovative category in the fashion and beauty industry. We are pleased to have Stacy as our Style Ambassadress, and with her help, we expect to rapidly and significantly expand our Style Essentials business to become widely embraced by female consumers as a trusted collection of must-have daily-use items."

About Stacy London

Since 2002, Stacy London has been best known as the straight talking co-host on TLC's hit show, What Not To Wear.  Part psychologist, part style maven, Stacy utilizes her sassy sense of humor to help improve one's appearance not only on the outside, but also by helping to boost self-confidence from the inside. She started her career in 1991 as an assistant at Vogue Magazine and in 1996 was appointed as Senior Fashion Editor at Mademoiselle where she worked until 2000.  She has styled runway shows for such designers as Rebecca Taylor and Vivienne Tam and has worked with renowned celebrities like Kate Winslet and Katie Holmes.  She is the President of Super Long Play, a television and digital content production company, which produced Big Brooklyn Style for TLC.  She is the author of the New York Times Best-Seller, The Truth About Style, published by Viking.  She has guest-hosted on The Today Show, The View and Anderson Live, and has appeared on Access Hollywood, The Wendy Williams Show, Dr. Oz and various other national news and entertainment programs.  Previous brand work includes Pantene, Lee Jeans, Woolite, Dr Scholls, and Westfield Malls.   She lives in Brooklyn with her cat Baby Al, too many shoes and not enough closet space.

About Hollywood Fashion Secrets

Hollywood Fashion Secrets, based in Minneapolis, Minn., is the originator of Fashion Tape and the creator of the Style Essentials category, a new product category in the fashion and beauty industry aimed at delivering useful, everyday items, tools and secrets that help women solve daily fashion and beauty challenges and side-step wardrobe malfunctions.  Founded in 2001 with its first product, Hollywood Fashion Tape® -- the original Fashion Tape – the team arrived on the fashion scene intent on helping women keep garments perfectly in place.  From keeping deep plunging necklines intact for special occasion styles and solving cardigan gaps for everyday dressing to executing on-trend layering looks and DIY fashion with ease, HFS' Fashion Tape has been there from the beginning.  Since its launch, the company has sold more Fashion Tape than any other brand – over 40 million feet of tape – enough to stretch from New York City to Milan and back again!

Today, the company's product collection covers a range of 30-plus Style Essential items including the Breast, Bra and Nipple collection with such innovative necessities as breast lift tape, silicone nipple concealers, clear bra straps, breast enhancers and bra converting clips; the Fashion Tape line offers a range of Fashion Tape solutions from varying length strips and shapes to accessory dots and the industry's first refillable Fashion Tape Gun; the Clothing Care line includes the Sweater Saver stone, deodorant removing sponge and garment shields, among others; the Pant Alteration assortment offers the Hip Hugger back belt, Boot Straps for a snug jean into boots tuck-in and temporary hem tape to adjust jean length for heels to flats; as well as the Wedding assortment delivering a range of special occasion items for the bride and bridal party to get ahead of common styling snafus on the big day. New product ideas are inspired by women everywhere, who rely on HFS and regularly contact the team with their daily styling challenges.   HFS is dedicated to solutions that work and has evolved as the definitive voice on Style Essentials and solution secrets to provide women the ability to feel fabulous and fearless no matter what they're wearing.  Celebrity stylists commonly rely on HFS items for their styling kits. 

The company's Style Essential items can be found at national retailers such as Old Navy, JoAnn, CVS, Bed, Bath and Beyond and Ulta, as well as thousands of independent boutiques and www.hollywoodfashionsecrets.com.  Join HFS virtual fans at http://www.facebook.com/hollywoodfashionsecrets.

Media: Mardi Larson, 612.928.0202 or [email protected]

Photo - http://photos.prnewswire.com/prnh/20140508/85816

SOURCE Hollywood Fashion Secrets