Disney captures young Latina market with the launch of Quinceañera dress collection
Disney Consumer Products today unveiled the Disney Royal Ball collection, the first ever line of Quinceañera gowns inspired by the inner qualities, personalities and stories of the Disney Princess characters. Designed and created in collaboration with special occasions fashion industry leader, Ashdon Inc, the new gowns combine classical styling with elements of fantasy and magic to bring an air of royalty and fairy tale to young women celebrating their Quinceañera. The debut line features 21 gowns – two styles for each Disney Princess and a special new gown, “la Corona de la Princesa,” that will be added to the line each year.
Similar to a “Sweet 16,” a Quinceañera is a coming of age celebration for Latinas that signifies her journey from childhood to young womanhood. It often includes a religious ceremony followed by a reception with family and friends. While there are many traditions associated with this rite of passage, the gown is an integral and festive part of the celebration.
“The Latino community has a strong affinity for Disney, and the Disney Royal Ball Quinceañera Collection offers another avenue to make the Quinceañera celebration even more unique and meaningful for Latina teens and their families,” said Gilberto Martinez Kladt, vice president of licensing for Disney Princess. “Disney is thrilled to provide young Latinas with the opportunity to celebrate the elegance, grace and poise of their favorite Disney Princess characters on such a special and momentous day.”
Disney’s special occasion business for women launched in 2007 with a luxury “fairy tale weddings” bridal collection. The business continued its growth in 2010 in collaboration with renowned wedding dress designer Alfred Angelo for the Disney Fairy Tale Weddings collection. In 2012 the business expanded to reach teens with Disney Forever Enchanted, a line of Disney Princess-inspired prom dresses, launched in collaboration with Ashdon Inc.
“The Disney’s Royal Ball Collection is designed to create a royal statement and a lifetime of memories,” said Nick Yeh, CEO of Ashdon Brands. “The gowns are fun to wear and fit wonderfully into traditionally festive environments, providing a magnificent and special way for Quince girls to realize their very own princess-inspired dreams,” adds Yeh.