HSN launches multiplatform Sigrid Olsen campaign

HSN is leveraging the 30-year career of designer Sigrid Olsen to launch a multi-platform marketing campaign.

The retailer is producing a show on HSN with Olsen that premieres this month to coincide with the debut of the Spring 2015 collection of her first women's fashion line since 2008. The show is just one facet of a campaign on social media, mobile and online.

Sigrid's HSN label, Sigrid Olsen Studio, will promote an artisan chic, "beach to bistro" vibe highlighted by signature touches, a nuanced color palette, quality fabrications, and handcrafted textile prints. Price points will range from $29 to $109. Sigrid's label will represent her way of life, an increasing trend among her target demographic.

"I practice yoga, meditate, stay attuned to nature and strive for a work-life balance which inspires creativity in daily life. Most of my customers, and many women the world over, seek these same values today," Olsen said.

Working from her Siesta Key studio in Florida, Sigrid continues to create original artwork, while generating designs for three HSN collections this year. She and her team seek to expand into home decor, women's accessories, jewelry, paperie, eyewear, and publishing as well as explore new partnerships for her own Creative Well-Being Retreats around the world. Sigrid foresees engaging with customers on a personal level through her partnership with HSN.

With their impressive reach into 96 million U.S. households and increasing reputation for success, HSN has transformed retail, especially in recent years, led by CEO Mindy Grossman.

"I admire what Mindy and her team have achieved. HSN offers a unique opportunity to create a relationship with the customer," Sigrid said. "I can speak to my creative well-being philosophy, relate my story, my artistic process, my ideas on how wardrobe -- this is relevant! This is what brings fashion to life."