Britney Spears has signed a “not that innocent” partnership with Epic Rights to develop a collection of fashion and lifestyle products inspired by her personal style and career.
Under the agreement, Epic Rights will work to expand the singer’s personal brand around the globe with a focus on fashion apparel, hair care, accessories, exercise and electronics.
Epic Rights will also oversee the artist’s e-commerce initiatives including activities on Amazon.
“We see this new lifestyle collection as Britney’s next step in connecting with her legions of loyal fans around the globe,” says Larry Rudolph, Spears’ manager. “Sharing her style and fashion sense through products she has developed is a testament to her authenticity as well as her commitment to and appreciation of the fans that have made it all possible.”
The Britney Spears lifestyle program is slated to launch in spring 2019.
Additionally, Spears, who recently ended her Las Vegas residency, will kick off her latest music tour in National Harbor, Md., July 12.