What's Happening?
Model and influencer Lexi Wood has partnered with lingerie brand Hanky Panky to launch a new collection for the fall and holiday 2025 season. The Lexi Wood x Hanky Panky collection features 25 pieces, including bras, underwear, slips, robes, and layering items. The collaboration aims to capture an 'It' girl energy, blending Hanky Panky's signature lace fabrics with Wood's personal style. Each piece in the collection is named after a woman who has inspired Wood, adding a personal touch to the line. The campaign, set in New York City, highlights the versatility of the lingerie as part of everyday wear. This marks Hanky Panky's first collaboration with a social media influencer, reflecting a strategic move to engage with Gen Z consumers.
Why It's Important?
This collaboration signifies a shift in marketing strategies for established brands like Hanky Panky, as they seek to connect with younger, digitally-savvy audiences. By partnering with Lexi Wood, who has a significant social media following, the brand taps into the influencer-driven market, which is crucial for reaching Gen Z consumers. This demographic values authenticity and originality, traits that Wood embodies and brings to the collection. The collaboration also underscores a broader trend in the fashion industry where inclusivity and personal expression are becoming central themes. For Hanky Panky, this partnership not only modernizes its brand image but also aligns with its ethos of comfort and individuality.
What's Next?
The Lexi Wood x Hanky Panky collection will be available for purchase starting Monday through the brand's website and select retail channels. As the first influencer collaboration for Hanky Panky, the success of this collection could pave the way for future partnerships with other social media personalities. The brand may continue to explore innovative ways to engage with Gen Z, potentially expanding its product lines or marketing strategies to further resonate with this audience. Additionally, the collection's reception could influence other fashion brands to pursue similar collaborations, emphasizing the growing importance of influencer marketing in the industry.
