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Every tween is on a mission of fashion reinvention for back to school and this year Sears has a big "crush" on their personal style. Sears is on the hunt to find the top tween style makers through its "Crush Your Style - The Search for America's Top Style Crush" campaign. Just in time for back to school, the new Sears digital program aims to find the kids with the creativity, guts and style chops to be number one.

"Our 'Crush Your Style' digital contest experience for back to school allows tweens to showcase their unique style creativity and win amazing prizes," said Melanie Henson, chief marketing officer for Sears Apparel. "Our winning combination of top brands, hot trends at a tremendous value and a reinvented store experience gives tweens a completely new fashion-forward style destination in our stores. We're looking to see how kids use and mix their own style 'crushes' to find back-to-school looks they love that reflect their unique personalities."

Participants can visit the website, www.crushyourstyle.com to enter challenges issued by the elite Style Crush Panel of online movers and shakers, including teen celebrity Kylie Jenner, YouTube fashion and beauty celebrities and sisters Elle and Blair Fowler, and fashion blogger and upcoming jewelry designer Diamond Downs. To kick off the program, Jenner will be featured in a series of Sears Crush Your Style TV ads airing this fall. The Crush Your Style website will host a video-based Style Room, weekly style challenges delivered by the Fowler sisters and Downs, and an interface for girls to submit their photos and videos into the competition - with their parent or guardian's approval.

Over five consecutive weeks, the Style Crush Panel of Experts will issue nationwide style challenges online to America's tweens in order to find the top tween stylist. Each week participants will be issued a new themed challenge and be charged with choosing a fashionable look at Sears that fits with the theme. Participants are encouraged to choose an outfit that reflects their own personal style. Then, participants will upload a photo or video with them modeling the fashions they hand picked to the Crush Your Style website. The contestants with the most creative outfits will be selected by the Style Crush Panel of Experts to become a finalist to compete in the final challenge for the ultimate grand prize - the title of Sears Style Maker plus $50,000 and a family trip to a global fashion destination of their choice. Plus, every week one finalist will be chosen to win a family vacation for four worth $10,000.

"In today's budget-conscious economy, everyone is looking to pull off savvy style without spending a lot, which is what the Crush Your Style program celebrates," said Henson, "We are looking to tweens across the country to set the fashion pace by showing that if you use your creativity, you can get stylish, versatile pieces that can be remixed into multiple looks that are fresh, fun and reveal your unique personality."

For more information and to shop online, visit www.Sears.com or www.crushyourstyle.com.

Sears Crush Your Style Contest Rules

Many will Enter Few will Win. NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.), 8 though 16 Years of AGE who did not purchase any equipment for purposes of entering the Contest. VOID WHERE PROHIBITED. Enter Contest by: 8/31/10 at 11:59 p.m. CT. For Official Rules and prize descriptions, visit www.CrushYourStyle.com. Sponsor: Sears Holdings Corporation, 3333 Beverly Rd., Hoffman Estates, IL 60179.

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 929 full-line and approximately 1,200 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. Sears, Roebuck is the 2010 ENERGY STAR Retail Partner of the Year. The company is the nation's largest provider of home services, with more than 12 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.

First Call Analyst: Westenberger, Richard
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SOURCE: Sears, Roebuck and Co.

CONTACT: Natalie Norris-Howser of Sears Holdings, +1-847-286-6080,
Natalie.NorrisHowser@searshc.com; or Leah Linder of Euro RSCG Worldwide PR,
+1-212-367-6820, leah.linder@eurorscg.com, for Sears, Roebuck and Co.

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