(EMAILWIRE.COM, July 31, 2002 ) 1 bikini, 3 hot colors -- Stop, Sky, Peep Show. Authentic Fitness has announced its first strategic partnership with a cosmetics brand -- Hard Candy -- to create a hot new trend in swimwear -- the Hard Candy Bikini. Authentic Fitness will introduce the new Hard Candy Bikini in their Sunset Beach Division. The Hard Candy Collection will debut at retail stores for Spring/Summer 2003. Hard Candy is owned by LVMH.

The Sunset Beach Division, new to Authentic Fitness for 2003, was "born" on-line with cyber designer, "Sunset Beach," an all-too-real role model, business entrepreneur and beach lover, who wanted to create cool beach fashions and share empowering messages with young women. Authentic Fitness and Hard Candy collaborated to produce the fun bikini in three colors.

According to Kristi Kaylor, head of the Juniors Division at Authentic Fitness, "'Sunset,' our cyber-designer, was at a cool party in Hollywood where she met the executives of Hard Candy. They came up with the idea to create the Hard Candy Bikini and hit the design table running!"

Full of vivid and electrifying colors, the Hard Candy Bikini is characterized by distinctive, imaginative and artistic details. The style appeals to young women because it is sweet, sassy and sexy -- featuring a skimpy triangle top paired with a fashion forward low riding sexy open-sided hipster both secured by linguine suede ties and a Hard Candy signature heart. The suits are made of a sleek nylon/Lycra.

The partnership between the two companies is a natural fit.

"The synergy is perfect between Sunset Beach and Hard Candy," says Kaylor. "The Hard Candy Bikini by Sunset Beach represents the sassy, cool edge of today's young women. Sunset wants girls to know they can do anything if they set their minds to it and her suits truly represent fashion, individuality and just plain sexy, fun!"

Hard Candy, a powerhouse brand founded by a 22-year-old college student, has an almost identical philosophy.

"Both Hard Candy and Sunset Beach create unique and practical products with the same consumer in mind -- a girl that is edgy, confident, independent, girly and fun," states Miriam Lane, marketing manager of Hard Candy. "We at Hard Candy are extremely enthusiastic about this collaboration. It's a positive and creative way to offer more to our loyal consumers."

Sunset Beach, with its "Rock What You've Got" motto has not only fashion to offer, but also a strong message for young women. Sunset, the designer, founder and cyber-namesake of the brand wants all girls -- regardless of their size or shape -- to feel good about themselves. From the interactive website where girls can follow Sunset's life and career, to the ultimate individually styled suits she designs, Sunset encourages girls to reach for the stars with confidence.

A specially designed mini-bottle of Hard Candy nail color will be affixed to a custom designed hangtag on each suit. The colors range from a dazzling hot pink and delicate baby blue, to an intense red. The Hard Candy nail polishes, Peep Show, Sky and Stop, will also be available for individual purchase. The Hard Candy Bikini by Sunset Beach will be available in 2003 and will retail for $85.00.

Authentic Fitness Corporation, a subsidiary of Warnaco Inc., designs, manufactures and markets swimwear, swim accessories and active fitness apparel under various nationally recognized brand names including Ralph Lauren®, Polo Sport®, Ralph®, Speedo®, Catalina®, Anne Cole®, Cole of California®, Sunset Beach®, and Hot Coles®. Products are sold in the competitive, designer, middle market and mass market segments.

Hard Candy, founded in 1995 by 22-year-old Dineh Mohajer, has become a power-player in the cosmetics industry. The company is an innovative leader delivering cutting edge products in the world of beauty. They are renowned for integrating product and packaging, innovation and edge in a sophisticated manner. The brand speaks to young women, honoring individuality, confidence and attitude. Louis Vuitton Moet Hennessey acquired Hard Candy in 1999.

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Produced for Authentic Fitness & Hard Candy

Contact:

Carrie Grandits
Jody Donohue Associates, Inc.
212-688-8653
carriejodydono@aol.com

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