Gap partnered with Hailey Bieber on ’90s-inspired denim silhouettes. They teased the launch six days ahead and officially released the two denim styles on Thursday, 7/16, with both selling out almost instantly. I love the tease-to-launch strategy Gap continues to use across its celebrity partnerships: teasing four to six days ahead, then quickly rolling out campaign content and product in the days leading up to launch. It gives customers enough time to plan their buy, if they can move quickly enough.
The collaborations keep getting better and better, and the social analytics really solidified this one. Hailey’s teaser outperformed both the Paltrows’ and Victoria Beckham’s posts by 5–7x, driving nearly 80K engagements compared to their combined 27K. I was able to grab a pair of the extra-baggy jeans and even added two T-shirts to my cart at the last minute during checkout. It was a smart way to style and merchandise the collection onsite, especially as the jeans were selling out within minutes. Influencers who were gifted the denim ahead of launch were also sharing affiliate links the minute the product went live, which helped me quickly purchase at least one style while it was still available.
The Ritz-Carlton partnered with MERIT Beauty on a limited-edition set available at select Ritz-Carlton locations. The curated edit of MERIT essentials can be ordered directly to your room through in-room dining. To introduce the collaboration, Notes by MERIT invited influencers for a staycation to experience the offering firsthand.
Armani Beauty hosted a brand trip in the Hamptons to highlight its pop-up for the new Dolci Makeup Blush. Influencers attended an Armani Beauty masterclass, branded meals and a preview of the pop-up, helping drive additional awareness during the weekend it was open.
Ring Concierge hosted a brand trip in the Finger Lakes, styling influencers in the jewelry throughout the weekend, from dinners and charm-making to a boat day, to showcase how Ring Concierge pieces can move through every part of summer without needing to be taken off. One dinner also celebrated the brand’s new collection with LES Collection. I never take my jewelry off in the summer, so I always appreciate when brands can show, without explicitly telling, how jewelry holds up through water, heat, sweat and all the activities that come with the season.
Lilly Pulitzer partnered with Peacock around the new Five-Star Weekend series, first dressing influencers for the Los Angeles premiere and, most recently, inviting influencers to Nantucket to attend a premiere with author Elin Hilderbrand. Each creator made vlog-style content documenting their day in Nantucket, from exploring the island to getting ready for the premiere in their Lilly Pulitzer looks.
Margaux ( In Step) invited their New York community upstate to Stissing House for a floral workshop and dinner.
To highlight pieces from the Nordstrom Anniversary sale, Allison Bornstein hosted a styling session at its New York store featuring some of the best pieces for fall. It was a nice way to activate around a major sale through an in-person community event rather than relying solely on promotional content.
Lela Rose hosted influencers, celebrities and editors in Montana at Montage Big Sky for horseback riding, meals and opportunities to connect directly with the designer.
Shopbop opened a pop-up in Martha’s Vineyard this weekend and hosted a brand trip on the island to preview the space. The trip kicked off with a cocktail party in partnership with Staud, followed by a lunch with Farm Rio and ended with a sailboat ride. Shopbop also partnered with Parke on a custom sweatshirt available exclusively in-store, with a different version available online. The Shopbop team said there was a line out the door for the sweatshirts hours before the store even opened.1
Macrene Actives hosted a dinner with its community in Malibu to celebrate the launch of their latest products.
Cynthia Rowley hosted an influencer trip in the Hamptons, bringing back its surf day camp with custom CR wetsuits. In addition to the surf camp, the itinerary also included a yoga class, a visit to the Cynthia Rowley Hamptons store and dinners with guests dressed in the brand.
Nécessaire co-hosted a dinner with Tatiana Hambro at her home to celebrate the launch of Nécessaire’s new Eucalyptus Water and The Body Wipe body-care essentials.
This week, all the talk was about Phia’s affiliate scandal. This is the fear for so many brands and creators, and exactly why transparency is so important. I recommend reading Ali Kriegsman ‘s deep dive into the platform and the research based on digging into Phia’s ShopMy talent card. It’s also on my to-do list to watch Ali’s live with SLUTTY FOUNDER discussing the scandal.
Other Things I Saw This Week: Rebecca Minkoff hosted an event with RummiKlubLA in the Hamptons, LoveShackFancy hosted a brand trip in St. Tropez, MG Style Notes styled Over the Moon’s collab with Waimari, Hill House x Casa Bombón collaboration launched online and in Hill House’s Sag Harbor and Nantucket stores.
Things I’ve Been Influenced By: My shoes were basically buckets of water last night after getting caught in a summer storm on the way to dinner. I think it might finally be time for me to buy rain boots... I’ve been scrolling all morning, but let me know if you have any recommendations. Please influence me!
I currently work with the Shopbop team.
thank you so much for sharing and so jealous you got to snag the hailey jeans. I was a hair late and Im so sad
big big fan of the Merit moment!!