Creators of Beverly Hills Styles Learn How Designs Wear on the Student Body

The Beverly Hills High School line of clothing, a collection of glitzy T-shirts, sweat suits and other items that will be sold to raise money for the city’s financially strapped schools, made its debut this week before a tough group of fashion critics--the Beverly Hills High School student body.

The school officials, corporate and marketing executives who gathered for the 10-minute show were concerned about one thing--how students would react to the BHHS line, a look being sold worldwide as “not just another T-shirt, but something with attitude.”

Skipping across the stage to rap music, professional models showed off the casual wear, which all sported the BHHS logo. Old yearbook pictures of the school, members of the swim and football teams and cheerleaders were reproduced on some of the pieces, said Paulette Betts, who helped design the clothing line for the manufacturer, Great Southern Co. of Macon, Ga.

Favorable Response

For the most part, the students in the audience, dressed in their own assortment of odd styles--T-shirts, ripped and unripped jeans and tennis shoes--were enthusiastic about the show.

“I like the clothes, especially the jackets and the T-shirts,” said Steven Kim, 15. “I think the whole thing is a good idea because the money is being used to help the schools. I think it will sell.”

But some self-proclaimed connoisseurs of clothing offered their own critiques.

“Fluorescent colors are out now,” said student Robin Hickman, 18. “I’m into fashion, but I like the more sophisticated look.”

School board President Dana Tomarken and other officials proclaimed the show a success.

“I think they have really captured the kinds of clothes that would appeal to young people,” Tomarken said.

Marketing Operation

The licensing and marketing of the “BHHS” line is being handled by 20th Century Fox, which became interested in the project after being approached by a member of the Board of Education.

The clothing line is expected to hit the stores this summer for the back-to-school season for children ages 8 and up, said Barry Kirstein, the director of the line for Great Southern. “We expect to have special BHHS displays in major department stores across the country.”

“Beverly Hills really is an attitude, it means something to people,” said Kirstein, who said he believes the Beverly Hills hook will be particularly successful in middle America.

Still unclear is how much profit the district will earn. The district was paid $30,000 this year under the licensing agreement, which gives the district 60% of the trademark royalties; Fox receives 40%.