The Rise of Celebrity Underwear Brands
When Justin Bieber moodily slouched into the spotlight at Sunday’s Grammy Awards, strumming his low-fi version of “Yukon,” all eyes were on his shimmering baggy boxers. This unexpected fashion statement was not just a moment of artistic expression; it marked the re-emergence of the pop star into the public eye, practically nude aside from a guitar and his new Skylrk-brand accessory line. Launched in July, Skylrk features a sparse selection of items, including socks, sandals, sunglasses, and, notably, boxers—which sold out overnight.
Bieber’s bold choice of attire coincided with another celebrity making waves in the lingerie market. Sydney Sweeney, known for her role in "The Housemaid," recently announced her own lingerie line called Syrn (pronounced “siren”). Sweeney introduced her brand with a viral stunt that involved hanging bras from the Hollywood sign, a technically illegal act that undoubtedly caught the attention of the media and the public alike. In an interview with Elle, she described Syrn as a brand focused on confidence without pressure, offering products that allow individuals to feel sexy, powerful, soft, playful, or all of the above, depending on the day. The first wave of products, titled "Seductress," is set to be followed by a "Comfy" line and a "Romantic" line, catering to a wide range of preferences and sizes, including options up to 42DDD.
In a similar vein, Kim Kardashian made headlines back in October with her most controversial product line yet: faux pubic hair string micro thongs sold through her Skims brand. Available in various colors and textures, these unique garments are aimed at those looking to add a cheeky twist to their intimate apparel. The playful tagline, “The carpet doesn’t have to match the drapes,” encapsulates the audacious spirit of Kardashian’s brand, which has become synonymous with bold fashion statements.
These recent developments raise two intriguing questions. First, is there a common thread in the naming of these brands? With Skylrk, Syrn, and Skims all starting with an "S," one might wonder if the same person is behind the branding choices. The playful nature of these names adds to the allure of celebrity fashion lines, but it also raises eyebrows about originality.
Second, is underwear becoming the new tequila? For over a decade, the celebrity tequila business has boomed, with stars like George Clooney achieving massive success through brands like Casamigos, which sold for over $1 billion. The trend has become so prevalent that it has raised questions about its sustainability, especially as younger generations, particularly Gen Z, show a tendency to shy away from alcohol.
According to Olav Sorenson, the Joseph Jacobs Chair in Entrepreneurial Studies at UCLA’s Anderson School of Management, the celebrity tequila boom may have peaked, but he refrains from predicting a decline. The crowded market and the shift in drinking habits among younger consumers suggest that while tequila branding may face challenges, it remains a lucrative venture.
In contrast, launching clothing lines presents a higher degree of difficulty and risk. Sorenson notes that while spirits rely heavily on marketing, clothing requires attention to fit, inventory variety, and seasonal updates. The complexities involved in fashion make it a more challenging arena for celebrities to navigate, which may limit the number of successful ventures in this space.
As the landscape of celebrity branding continues to evolve, it seems unlikely that we will see a plethora of custom lines from every star. The challenges inherent in the fashion industry may keep efforts like those of Bieber and Sweeney relatively rare, making each new launch a noteworthy event in the world of celebrity culture.
