Wal-Mart's fashion show previews back-to-school

By Alexandria Sage

SAN FRANCISCO, July 19 (Reuters) - Wal-Mart Stores Inc (WMT.N: Quote, Profile, Research, Stock Buzz) presented a colorful, casual line of youthful looks for kids and teens on Saturday at a fashion show that previewed the mass-market chain's new low-cost offerings for back to school.

The world's largest retailer has been careful not to accentuate the fashion quotient in its clothing offerings this year ever since a disastrous push into more stylish gear in late 2005 alienated its core customers looking for basics.

Still, the company's presence at the Fashion on the Square runway show in this city's posh downtown Union Square was a nod to the importance of youth trends when it comes to selling apparel.

This year, Wal-Mart is focusing on key seasonal items for families, and showcasing young women and girls' denim brand l.e.i. from Jones Apparel Group Inc (JNY.N: Quote, Profile, Research, Stock Buzz) and surfer brand Op, which it has licensed from Iconix Brand Group (ICON.O: Quote, Profile, Research, Stock Buzz).

Little girls in jeans and T-shirts with pink ribbons in their hair sauntered down the runway.

The image of Hannah Montana, the popular Disney television character who is a student by day but a pop star by night, emblazoned many T-shirts, whether sparkly pink, bright fuchsia, or adorned with images of silver and gold guitars.

Boys sported mismatched plaids in khakis and blues, or bright Op T-shirts in sunset colors.

Wal-Mart, one of the event's sponsors, stayed relatively under the radar at the fashion show, which included looks by other designers, including Chris March, who appeared on last season's TV reality show "Project Runway."  Continued...