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Selena Gomez stars in Sears Air Band back to school style ads
Aug '09
Actress, singer and budding fashionista Selena Gomez has teamed up with Sears to inspire teens and tweens to bring out their inner rock star and go back to school with style. Best known for her starring role as Alex Russo in the hit Disney Channel television series, "Wizards of Waverly Place," Gomez demonstrates how easy, affordable and fun it is to express your personality through fashion and music.

Sears and Gomez have come together as part of the retailer's back to school integrated marketing campaign. She will also be hosting the Sears Arrive Air Band Casting Call - to create the first-ever Sears Air Band, which will perform at the MTV Video Music Awards (VMAs) this fall.

"Music and fashion are two of the ways I really get to express myself," said Gomez. "I think a lot of kids my age feel the same way. How I am feeling on any given day really influences the type of music I listen to and how I dress and that's one of the reasons I am working with Sears, because they have such a wide variety of different fashions, you can always find the styles that fit your own personal look."

During the back-to-school campaign, Gomez debuts a variety of Sears looks that all infuse various fashion personalities. For example, skate-style outfits will feature bold colors and geometric patterns. Rocker styles are edgy and use dark or muted colors. Hip-hop styles have lots of flare and feature accessories such as cool hats and belts. Pop styles tend to be trendy and mix and match lots of dressy elements with casual pieces.

"For teens and tweens, fashion says a lot about their personalities - and back-to-school is a perfect time for them to define their look," says Melanie Henson, chief marketing officer, Sears Apparel. "Sears has the style and a wide assortment for any personality at an affordable value that makes fashion attainable for families when they start their back-to-school shopping."

The golden rule of teen fashion is to make your style all about you. But cool looks aren't so cool if they don't work for you, so if you're not completely into it, the Sears Satisfaction Guarantee lets customers return their merchandise at any time within 90 days of purchase.

At the hub of Sears back-to-school fashion and fun is http://www.Arrivelounge.com, an online destination where visitors can see Selena up close in Sears back-to-school gear, play arcade games, check out the hottest new fashion trends and participate in the Sears Arrive Air Band Casting Call. The person that Sears selects will perform will perform on the red carpet with the Sears Arrive Air Band at the MTV VMAs on Sunday, Sept. 13, 2009 in New York City!

Four band members have been selected to be a part of the Arrive Air Band and Sears will be selecting one more member to complete the band. Now through Tuesday, Aug. 11, potential rock stars between the ages of eight and 16 can participate in the Sears Arrive Air Band Casting Call two ways - by uploading their audition video online at http://www.Arrivelounge.com or by visiting a mall in 10 select cities across the country - where auditions will be held and videos submitted.

Sears Arrive Air Band

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