DELiA*s Kicks Off Back To School Season With One Direction Sweepstakes

dELiA*s, Inc. (NASDAQ: DLIA), a multi-channel retail company comprised of two lifestyle brands primarily targeting teenage girls and young women, announces dELiA*s One Direction promotion for the back-to-school season. Now thru September 3, girls can enter the One Direction Sweepstakes on the dELiA*s facebook page by liking her favorite 1D guy or the group. The winner receives a trip for four to New York to see One Direction at Madison Square Garden, including a VIP experience and a dELiA*s fashion haul. “We are thrilled to announce our partnership with Columbia Records to bring One Direction to our girl,” said Dyan Jozwick, dELiA*s brand President.

"The One Direction campaign is about our commitment to offer our girl what she wants, when she wants it- and right now she wants everything One Direction” said Ms. Jozwick. “We were the first in the nation to offer the officially licensed 1D tees and we’ve experienced girls screaming in excitement for the tees, we’ve even seen them hugging the 1D table. It makes us very happy to fulfill a lucky girl’s dream to see One Direction in concert”.

The dELiA*s girl can create her individual style inspired by Harry, Louis, Niall, Zayn or Liam. Each member of the band has a unique look and with dELiA*s trend right assortments, including a collection of indigo, color, print and pattern jeans, she can build a multitude of looks to enhance her already “Brit inspired” fashion sense.

In addition to offering One Direction tees and graphics inspired by the guys’ style, dELiA*s has expanded its extensive collection of graphic tees to include even more of her fave “Union Jack” tees and added USA tees just in time for the 2012 Olympic Games in London. Directioners can choose tees featuring Harry, Liam, Louis, Niall, Zayn or the entire band. dELiA*s is also currently selling the DVD and CD online and soon in stores.

To help the dELiA*s girl create her look and in conjunction with the One Direction Sweepstakes, girls will receive a $10 gift card, good toward a $25 purchase, when they try on any of the dELiA*s new jeans collection. Each $10 card has a bonus scratch off which could earn her a dELiA*s fashion gift with purchase: free jeans, a $100 gift card and more!

One Direction, winner of all three Teen Choice awards they were nominated for, including Choice Breakout Group and Choice Love Song, are currently writing and recording their forthcoming second album to be released later this year.

One Direction are Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson. All of the group hail from the U.K., save for Horan, who is from Ireland. All five of the boys (ages 18-20) auditioned for the UK X Factor in 2010 as solo artists. However, at the suggestion of Simon Cowell they joined forces as a group, quickly becoming one of the competition’s most popular acts of all time, finishing in the final three and garnering a gigantic fan-base along the way.

UP ALL NIGHT debut album is available now at:

dELiA*s: http://store.delias.com/item.do?categoryID=&itemID=60877

iTunes: http://bit.ly/sGhR74

Amazon: http://amzn.to/sQrNrW

Amazon (Deluxe Yearbook Edition): http://amzn.to/vfxzwF

For additional information, please visit www.delias.com or become a fan on facebook at www.facebook.com/shopdelias. Also follow dELiA*s VP and Trend Director, Kristin Sheeler on Twitter, @dELiAsKristinS, for all the latest fashion scoop.

About dELiA*s, Inc.

dELiA*s, Inc. is a multi-channel retail company comprised of two lifestyle brands primarily targeting teenage girls and young women. Its brands—dELiA*s and Alloy—generate revenue by selling apparel, accessories and footwear to consumers through websites, catalogs and for dELiA*s, mall-based retail stores.

Copyright Business Wire 2010

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