Disney seeks high-end cachet

Snow White, Ariel and Jasmine have for years adorned little girls' T-shirts, bed linens and backpacks as part of the Walt Disney Co. merchandising bonanza.

Now, those characters have gone couture.

Designer and fashion maven Kidada Jones recently introduced a line of baby blue and pink women's loungewear, costume jewelry and home accessories inspired by the animated heroines that have come to be known in marketing circles as the Disney Princesses. Jones' line made its debut this month in a special white room, decorated with cherry blossoms and a fairy tale castle, in the fashionista fantasyland known as the Fred Segal boutique on Melrose Avenue.

The princesses also have inspired a line of wedding gowns by designer Kirstie Kelly that aim to evoke the happily-ever-after vibe in chiffon, satin and taffeta. At prices of $1,100 to $3,500, the gowns are more expensive than the trinkets and toys for tots and teens that Disney has historically been known for.

For several years now, Disney has quietly been courting the Hollywood glitterati with high-end fare, taking such iconic characters as Mickey Mouse to places they had never ventured. Some of these designer items, such as a furniture line unveiled in 2006 and the bridal gowns introduced this year, have little visible connection to the Burbank-based entertainment giant. The Disney name is not flaunted or embroidered on the goods. Rather, the products are contemporary interpretations of vintage Disney art.

The goal is to give the Disney brand cachet with trendsetters that could carry over to the mainstream, expanding the company's reach beyond kids.

"You gain visibility and make it cool when you sell some upstairs," said Martin Brochstein, editor of the Licensing Letter, a biweekly newsletter that covers consumer products licensing. "It really gives it a kind of halo effect to the rest of the line."

Disney Consumer Products Chairman Andy Mooney started reexamining the company's licensing strategy after he joined the company in January 2000. Its traditional approach -- striking deals to put the studio's popular animated characters on children's clothes, toys and electronics -- reached its zenith with the animated film "The Lion King."

To achieve his goal of $50 billion a year in retail sales, Mooney knew the studio needed to move beyond character licensing. He aimed to position Disney as a lifestyle brand, for which all manner of products could be fashioned to fit.