US confectionery giant Hershey Foods has partnered with fashion designer Cynthia Rowley to unwrap her Candyland themed Spring 2004 collection at the Elizabeth Street Garden during New York's Fashion Week.
"Since the theme of my Spring 2004 collection is Candyland, it was only natural to partner with Hershey Foods," said Rowley. "Hershey's candy, especially Hershey's Kisses, has been a great source of inspiration for many aspects of the fashion show."
The multi-year licensing deal calls for Cynthia Rowley to design items inspired by some of Hershey Foods' most recognisable brands.
"Our partnership with Cynthia Rowley represents yet another milestone for Hershey Foods, as we take the integrity of our iconic brands and continue to contemporise them in non-traditional, creative ways," said Chris Lansing, vice president, flagship brands.
"What excites us about partnering with a dynamic and talented designer like Cynthia Rowley, who can also design for mainstream America, is that our products -- especially our Hershey's Kisses chocolates brand -- have so many fashion possibilities with their unique shapes and colourful foils."
The Fashion Week sponsorship furthers Hershey Foods' commitment and presence in New York City, following the opening of Hershey's Times Square store in October 2002.
Hershey Foods is the leading North American manufacturer of quality chocolate and non-chocolate confectionery and chocolate-related grocery products. Some of the company's most popular products include Hershey's chocolate and chocolate with almonds bars, Hershey's Kisses brand chocolates and Reese's peanut butter cups.