The Simple Life Star, Nicole Richie Takes on a New Role as Bongo Spokesperson

The Simple Life Star, Nicole Richie Takes on a New Role as Bongo Spokesperson

NEW YORK, Jan. 27 /PRNewswire-FirstCall/ -- Candie's, Inc. (NASDAQ:CAND) announced today that the star of FOX's hit show, "The Simple Life", Nicole Richie has been cast as the new BONGO(R) spokesperson. Nicole will appear in the brand's Spring 2005 advertising campaign, which will launch in March issues of fashion, entertainment and lifestyle magazines. This is the actress's first endorsement deal.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050127/NYTH035 )

Nicole Richie is best known for her hit reality show, "The Simple Life." The show is entering its third season on January 26th and co-stars her best friend and Hilton heir, Paris Hilton. Last season, The Simple Life was the #1 rated show for ages 12-24.

Commenting on the campaign, Nicole Richie, stated, "Bongo is a fun, young line and I think I am a good person to represent the brand. So when they approached me to appear in the ads I was really excited to do it."

Dari Marder, Creative Director, Candie's, Inc., stated, "The concept behind the campaign was glam, sexy and feminine which was easy to accomplish with Nicole. Nicole has a great sense of style that we feel embodies the Bongo customer, so we could not think of a better spokesperson."

The Bongo advertising team wanted to ensure that Nicole was comfortable on set since it was her first endorsement deal. So, the group went to the extreme of having her boyfriend DJ AM, spinning Nicole's favorite music on the set, as well as having a custom BONGO denim doghouse built especially for her two puppies, Foxxy Cleopatra and Honey Child. To top the day off, they catered a glamorous lunch of KFC, Taco Bell, In-and-Out burgers, Pink's hotdogs, topped off with Krispy Kreme donuts all served on silver platters.

The ads feature Bongo Spring '05 products available in department and specialty stores nationwide. The campaign was shot by celebrity photographer Moshe Brakha and created by Candie's, Inc. in-house marketing and creative team. Nicole will make public appearances on behalf of the brand.

About Candie's, Inc.

Candie's, Inc. is in the business of licensing the CANDIE'S, BONGO and BADGLEY MISCHKA trademarks on a variety of footwear, apparel and fashion products. Through its wholly owned subsidiary, Brightstar Footwear, Inc., the Company also arranges for the manufacture of footwear products for mass market and discount retailers under the private label brand of the retailer. For investor information please visit the corporate web site at http://www.candiesinc.com/ .

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050127/NYTH035
AP PhotoExpress Network: PRN2
PRN Photo Desk, photodesk@prnewswire.com
Source: Candie's, Inc.

CONTACT: Maria Dolgetta, Sr., Public Relations Manager of Candie's,
Inc., +1-212-819-2084, or mdolgetta@candiesinc.com

Web site: http://www.candiesinc.com/


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