Kmart and E! Debut Apparel Line

Kmart Corp. and E! Entertainment Television have partnered to launch a new line of apparel available only at the retailer.

Kmart said the line is sophisticated modern separates for the contemporary woman—for work or a night out. In a statement, Kmart's CMO Paul Guyardo called it "smart and stylish".

To promote the new line, talent from E! News Live, including Alisha Davis, Giuliana Depandi and Kristin Veitch, will wear Attention clothing during weekly shows throughout the fall. The personalities will also wear the line in Kmart's magazine ads, which broke last week in major fashion and entertainment publications.

Kmart will promote E! News Live, the daily entertainment news program, and Attention via tune-in messaging in its magazine ads and through in-store signage.

Grey Worldwide developed creative for the campaign.