Wet Seal set for brand reinvention with new apparel collection

Wet Seal is set for a reemergence with the launch of a new collection. The online-only brand is set to release a new line, featuring YouTube stars Niki and Gabi as spokesmodels.

The 23-year-old twin social media sensations Niki and Gabi DeMartino currently have a devoted fanbase of 6 and a half million viewers. The two recently teamed with Bellami for a line of hair extensions.

“These twin YouTube stars are famous for their signature ‘opposite twin’ looks and viral fashion, lifestyle, and beauty videos, but they’ve never had their own collection until now," reads a statement on the company’s official website.

The debut of the fresh campaign comes following the purchase of Wet Seal by Gordon Brothers Brand.

"Our customer likes the entertainment value of newness,” Ramez Toubassy, president of Gordon Brothers Brands and Wet Seal said in a press release. “We are in the early stages of bringing that experience", he stated, going on to elaborate that the brand would relaunch first online and then potentially through brick-and-mortar again.

Wet Seal had 500 store locations in the U.S. before they were shut down last year during the height of the retail apocalypse. According to Toubassy, the new line - the brand’s first in over a year - marks an attempt to "replicate the ultra-fast fashion experience online.

Niki and Gabi for Wet Seal debuts June 4 with prices ranging from $15 to $35.

Image: WetSeal.com