September 28, 2008 8:40 PM
The business of networks these days is to take their brands beyond the small screen, so it’s not surprising that USA Network’s new series “The Starter Wife” is trying to spill over into the realm of fashion. USA made a deal with handbag designer Lauren Merkin, who worked with series star Debra Messing to design a clutch her character Molly will carry during the season’s final episodes. The “Molly clutch” will retail for $295, but a lucky viewer will be able to win one as part of a text-to-win sweepstakes. USA also got illustrator Sujean Rim to create a signature T-shirt for the show. Thousands were given away during Fashion Week in New York, and the hoi polloi will be able to purchase it starting in October at the NBC Experience Store in New York and online. “For USA, these unique partnerships demonstrate a fresh approach to extending the ‘Starter Wife’ brand into the fashion arena while providing fashion-conscious consumers the opportunity to tangibly connect with Molly’s stylish sensibility,” said Alexandra Shapiro, senior VP for brand marketing and digital at USA.