Sometimes an internationally known star and a brand just, mix. Sometimes a face and a personality just fit into a brand. Sometimes.
This wasn’t just “Sometimes” for Tokidoki, as on Feburary 1st, the pop culture brand, meaning “sometimes” in Japanese, announced its partnership with International recording artist Jasmine Villegas.
Though only 18, Villegas, a Filipino-Mexican American teen R&B, pop and soul singer is no stranger to the business of branding and entertainment. Villegas has recently signed with Sony Music Entertainment, and was the opening act for the second leg of Justin Bieber’s My World Tour in 2010. Since releasing her much anticipated mix tape in September of 2011, Jasmine has amassed a huge following and is currently ranked the 8th most powerful artist, 9th most powerful woman on Twitter with 961,709 followers, and has accumulated 58 million Youtube views.
“I am so excited to be the new face of Tokidoki” said Villegas. “The style is so me! Simone’s designs and products are so cute, everywhere I go – girls come up and tell me how much they love Tokidoki!”
Beginning in January ‘12, the partnership will include in-store appearances and special events.
“We couldn’t be happier to partner with Jasmine,” said Tokidoki CEO Ivan Arnold. “She will represent Tokidoki apparel, accessories and beauty in a fresh and fun way that speaks directly to our consumer.”