E-commerce site Revolve has partnered with fashion influencer Aimee Song to launch its first in-house influencer ready-to-wear apparel collection called Song of Style. This is Revolve’s first long-term influencer apparel venture with an influencer of such caliber.
Aimee Song has been an influencer and blogger for the past 10 years and has a dedicated Instagram following of over 5 million. Revolve has always been one step ahead of the game when it comes to influencer marketing but this is their first partnership that’s turned into a design role.
Revolve started working with bloggers back in 2009 and started to collaborate with influencers on collections in 2013. Today, they have over 3,500 influencers in their network as they continue to keep up to speed with the latest industry developments.
Song of Style
This kind of partnership isn’t the first to have taken place in the fashion world; the likes of Chiara Ferragni, Leandra Medine and Arielle Charnas of Something Navy have also launched lifestyle brands in the last few years, which highlights the evolution of bloggers turned Instagram influencers, and their ability to turn their followers into spenders.
The collection will be produced by Alliance Apparel, Revolve’s manufacturing partner. To keep her five million-plus Instagram followers excited and offer them fresh products, the company plans to launch between 40 to 60 pieces from the Song of Style collection each month. Prices will reach around $300 to ensure Song’s followers can afford the items.
“I can’t keep the secret anymore! It’s officially here: the launch of @songofstyle, the label! I’ve been dreaming about this for years,” she wrote. “There’s a reason why it took me so long to launch my own label. I wanted to do it right and I knew I needed the right partners and team to make this special, wearable and accessible for all of you,” Song said in an Instagram post.
They have known each other for seven years and Song has been an ambassador for Revolve for a few years, so it naturally evolved into a partnership, she told Fashionista. The brand understands that influencers are now entrepreneurs and are excited to continue evolving their partnerships with influencers.
Revolve has shoppable products in its Instagram feeds, have collaborated with social media celebrities to boost their following, and is always finding new ways to push the influencer space forward. As businesses begin to realise the benefit of long-term partnerships and deem influencers as a valuable, effective marketing tool, this will be one of many long-term influencer collections we are likely to see cropping up.