Aritzia launched its collaboration with Emma Chamberlain on August 30th. Aritizia’s CEO stated the importance of working with influencers in 2019, and this is Aritzia’s first collection in partnership with a mega influencer. Emma Chamberlain is an American YouTuber, podcaster, and coffee company founder. I have been following Emma Chamberlain for four years and she is one of the only influencers I follow today. When Emma Chamberlain went to the Copenhagen Coffee Lab in Cannes, I went to the Copenhagen Coffee Lab in Cannes. Emma Chamberlain has always expressed her interest in fashion and can usually be found wearing eclectic outfits or thrifted pieces. Emma Chamberlain has a long-standing relationship with luxury brand, Louis Vuitton and can be regularly found at Paris fashion week. Emma Chamberlain was recently announced as the face of the new Ganni X Levi’s collection. Emma Chamberlain has been wearing and talking about Levi’s for years and this collaboration fits with Emma Chamberlain’s brand.
I heard about the Emma Chamberlain and Aritzia collaboration on Sunday via TikTok. I heard about it from a random girls’ page, not an official Aritzia ad. There was a countdown on Aritzia’s website where there was a sneak peek of something happening with Emma Chamberlain, but this was the only promotion given to the collection prior to the launch. On launch day, the collection was posted on social media and the webpage appeared on Aritzia’s website. Aritzia has 12 own-label brands and Emma Chamberlain specifically created a collection with the Sunday’s Best label. Aritzia says that each in-house label is catered toward a different target customer, so I assume that the Sunday’s Best label is catered towards young consumers like Emma Chamberlain. I have purchased one dress from Aritizia’s Sunday’s Best label and love it. I also follow Emma Chamberlain so perhaps I am the target customer.
The collaboration seems to be thought out very well. This is not just Aritizia’s clothes with the name ‘Emma Chamberlain’ attached. There is evidence of strong integration of the two brands and Emma Chamberlain can be seen throughout the collection. On the right is an image of a video interview where Emma interviews herself and is used to promote the collection. Upon first glance, I thought the clothes suit Emma’s recent minimalistic style very well. However, after reflecting on the whole collection, I wish Aritzia added a few fun, risky pieces into the collection as well. The collaboration seems very commercial and would sell well at Aritzia even without the name ‘Emma Chamberlain’ attached to it.
Pictured above are pieces from the collaboration. The pieces are in line with Aritzia’s normal pricing and fall between $50-$150 each. I can picture Emma Chamberlain wearing all of these outfits, I just wish there were some fun, high fashion looks in the collection. Shop the collection here: Emma Chamberlain X Aritzia. I look forward to seeing what Emma Chamberlain does next.
XO, Alicia
