Mark Willis

"We know (teens) follow celebrities," said Mark Willis, marketing director for Scala."We looked through high-fashion magazines like 'Italian Vogue' for inspiration."

Other introductions for the tween and teen market include letter pillows, denim pillows, and pillows using a unique combination of bamboo fibers and faux fur, as well as a collection of funky accent lamps in bright colors with details such as feather fringe.

"It's all about what they can talk about," said Willis.With a sharp $16 price point for pillows and $15 for lamps, these accent pieces become fashion-forward accessories that tweens and teens can purchase for themselves , something Willis wanted to make sure of in the designs.He also made sure they were practical as well as fashionable , all the silk in the bedding collection is washable.

Willis said he's targeting better-end department stores for the new line, but hopes that retailers will understand how to merchandise it in a way that speaks to the teen audience by giving them their own distinct area.

"It's about separating the young ladies from the young women," he said.