A new business from Digital Brand Architects lets social media stars bypass brands they once hoped to ink deals with in a bid to take control of their business aspirations.Digital Brand Architects, which represents Aimee Song and Shea Marie among other bloggers and influencers, launched a company called Digital Brand Products that gives clients the tools necessary to introduce their own clothing, home décor or other labels without needing to partner with another brand.“I think DBP is part of the evolution of where blogging and digital influencers are going,” said Raina Penchansky, Digital Brand Architects cofounder and chief strategy officer. “So much of [a purchase] is informed by blogs that we’re reading and following on Instagram and Snapchat.”The company already has about 10 lines in the works, all of which are planned for release by the end of the year and are in the fashion, accessories and food spaces. Those 10 include products from Julia Engel of Gal Meets Glam, Gaby Dalkin of What’s Gaby Cooking, Jenna Crandall and Lisa Harris of Lunchpails & Lipstick and Amber Fillerup Clark of Barefoot Blonde.Rachel Parcell, of Pink Peonies and a Digital Brand Architects client, launched her own jewelry line through a licensing deal this year. The agency’s part in growing that line served as one of the catalysts in Digital Brand Products’ launch, Penchansky said.The collection, manufactured in Los Angeles and Asia, will see an increase in stockkeeping units and eventual expansion into new categories with the aid of DBP, according to Penchansky. The line sells exclusively through Parcell’s site but aims to grow distribution under the DBP fold.The executives behind DBP think the company is well suited to helping these influencers grow because of both parties’ digital expertise.“The retail landscape has changed but the model for building brands and licensing them has not,” Daniel Landver, DBP's chief executive officer, said. “What we’re trying to do is work with our partners to build brands digitally online through e-commerce. So much of retail and distribution and branding was at the retail level where the brand had less of a voice. Now you have the opportunity to do it in a way that’s really organic through your brand and through your product.”Influencers, up to this point, have largely relied on teaming with established companies to collaborate on, for example, clothing or beauty lines. That’s changing.The industry’s already seen a select, savvy few rise. That includes The Blonde Salad’s Chiara Ferragni and her shoe line Chiara Ferragni Collection, which her company launched after raising money through a private investor. There’s also Michelle Phan, who got her start making how-to makeup videos on YouTube. She now has her own company, Ipsy, an online beauty community with more than $150 million in revenue that sends its subscribers a monthly mix of products for a fee. Ipsy late last month opened the Ipsy Open Studios space to mentor and incubate up-and-comers.The DBP deals are a mix of co-ownership with the influencers or will involve licensing deals in other cases.“We’re not looking for one-year deals or short-term deals,” Landver said. “We’re looking to build long-term."DBA has seen growth in its five years since launching. The company said it has gone from revenue in the few hundred thousand dollar range to seven figures. That's been driven by increased demand for digital services, addition of verticals such as food and expansion of the management side of the business into Italy and Asia.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)