What's Happening?
Aerie, a well-known intimate apparel and lifestyle retailer, has launched a new collaboration with designers Emily Current and Meritt Elliott. The collection, named Aerie x Emily + Meritt, includes 64
pieces spanning intimates, sleepwear, loungewear, and accessories. Emily Current and Meritt Elliott, cofounders of the sportswear brand Current/Elliott and the Los Angeles-based The Great ready-to-wear brand, have brought their vintage-inspired design ethos to this new venture. The collaboration aims to offer multigenerational clothing that can be worn both inside and outside, featuring pieces like matching panties and bra sets, striped pajama sets, and chunky wrap sweaters. The collection is set to be available for one season, with prices ranging from $18 to $148. Aerie's Chief Marketing Officer, Stacey McCormick, highlighted the partnership's potential to reach new audiences, particularly Gen Z consumers, through the designers' curated style.
Why It's Important?
This collaboration is significant as it represents Aerie's strategic move to expand its reach among Gen Z and Millennial consumers. By partnering with designers who have a strong following and a distinct style, Aerie is positioning itself to attract a broader audience. The collection's focus on versatility and vintage inspiration aligns with current fashion trends that emphasize individuality and sustainability. Additionally, the collaboration showcases Aerie's commitment to innovation in the intimates and lifestyle sector, potentially setting a precedent for future partnerships. The involvement of Current and Elliott in the design process ensures that the collection maintains a high level of detail and quality, which could enhance Aerie's brand reputation and consumer loyalty.
What's Next?
The collection will be available in select stores and online starting Thursday, with promotional efforts including a feature on the Times Square LED billboard in New York. Emily Current and Meritt Elliott are scheduled to attend a launch party at Aerie's SoHo store on Saturday, which may generate additional media attention and consumer interest. Aerie plans to implement dedicated marketing strategies, including in-store promotions, email campaigns, and social media teasers, to maximize the collection's visibility and appeal. The success of this collaboration could lead to further partnerships and expansions in Aerie's product offerings, potentially influencing the broader retail landscape.
