Wednesday, December 11, 2013

Bealls expands Leoma Lovegrove line

 The Leoma Lovegrove line is expanding at Bealls starting this month. Photos provided

I'm not an expert in ladies fashion, and barely passable for men's fashion, but I acknowledge that people follow Leoma Lovegrove and her Florida art.

So with that, Bealls Department Store, headquartered in Bradenton, announced that it is expanding the impressionist-expressionist painter's splashy, kitschy artwork into more products. You'll see her bright designs on Tervis tumblers, pillows, beach towels, koozies, handbags, children's apparel, luggage, and the list seems to go on.

The initial wave of merchandise will arrive in stores this month and the full line will come in January.

"Earlier this year we introduced the Leoma Lovegrove collection in our Ladies department with an assortment of fashion tops. Our customers responded with overwhelming enthusiasm, and we listened," said Lorna Nagler, president of Bealls in a in a news release.

Lovegrove lives on Matlatcha Island, a tiny piece of land between Pine Island and Cape Coral in Lee County and also likes to paint local life plus the local cat Fred, according to her clothing labels.

A sample shirt was sent to the Herald in a press skit, showing that the shirt retails for $36, is 100 percent polyester (it feels soft), and made in China. This particular shirt features flamingos with a sign that says "You've been Flocked." Ok, then.

I had reporter Janey Tate model the sample, and we found that because of the printing process on the shirt, as soon as the material is stretched, you will see white distressed lines that split the artwork. That might not be desirable for some shoppers while others will seek out that design.

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