Draya Michele is channeling the Nineties for Superdown.
For the past few years, the actress and fashion entrepreneur has been a member of Revolve’s 3,500-person influencer pool. In April, the e-tailer launched Superdown, a shopping site and clothing brand geared toward older Gen Z and Millennial customers. Shortly after launch, Superdown debuted a small capsule collection with DJ-slash-influencer Chantel Jeffries. Now, Superdown is pairing with Michele on a clothing line that will release new product on a monthly basis.
“I’ve been working in fashion for 10 years and for the most part, I get inspiration for all of my brands from traveling, Instagram, seeing what other girls are wearing and trying to keep up with the trends and what’s happening in the world,” Michele said. “I am inspired by the world around me, social media and iconic eras in fashion, the Nineties and the 2000s. I’m really happy the Nineties trend is back and poppin’ now with fashion, hair, makeup. I’m waiting for the 2000s, the lil’ baby Ts and the glitter lipstick, to come back.”
Michele, who rose to Internet fame when she starred on VH1’s reality show “Basketball Wives,” counts 7.5 million Instagram followers, many of whom are in their early to mid-20s and based in the U.S., primarily in New York. Michele has three of her own fast-fashion lines: Mint Swim, which has amassed 262,000 followers on Instagram; a streetwear brand called Fine Ass Girls, and Beige & Coco, an ath-leisure brand.
Her partnership with Superdown signifies the first of what may be more influencer-led collections coming from the brand, according to Raissa Gerona, Revolve’s chief brand officer.
“Working with influencers, it’s what we know how to do really well and it’s what we still contribute a lot of growth to,” she said. “We want to do the same with Superdown and see where it goes. We’re definitely looking to do other collaborations that feel authentic to Superdown but also to the influencer.”
Revolve and Superdown share an influencer pool, though they are separated by a couple of factors, including price point and aesthetic. The average cart size for Revolve is about $275; Superdown’s stays within the $80 range.
“One of the biggest inspirations of launching Superdown is that there were a ton, I mean, thousands of influencers that we were not able to utilize and work with on the Revolve side because their aesthetic was slightly different, their audience was slightly different,” Gerona said. “That playbook we’ve done really well with Revolve is something that we’re rolling out on the Superdown side.”
Michele’s first collection for Superdown includes 19 pieces, priced from $38 to $110, that embody a “club vibe, very hot girl, very sexy,” Michele said. “We used a lot of pink, black, vegan leathers, sequins, sparkles, rhinestones. It’s dark, but it’s still sparkly at the same time and still very feminine with the pink.”
She is already working on a holiday collection, one for January, her birthday month, and February, which will take on “a date night vibe.” Asked for her own style aesthetic, Michele said, “I wear what I like, what I feel sexy in. If it fits great and I feel good, then that’s the kind of stuff that I love. I’m a big fan of things with stretch in them, too. Can’t lie.”
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