Quiz launches new TOWIE collab as reality TV link-ups are key for fast fashion

By

Sandra Halliday

Published
Sep 24, 2018

Fast fashion brand Quiz has launched a second collaboration with TV show The Only Way is Essex (TOWIE) following a successful debut in May.

Two of the stars of the show, who are among the most aspirational fashion influencers who appear in it, are back for the second offer with Chloe Lewis and Lauren Pope putting “their own glamorous spin on a 50-piece autumn collection.”

As well as the product launch, the deal negotiated between TOWIE owner Lime Pictures and Quiz will see the cast wearing fashion pieces in scenes for broadcast along with promoting outfits from the range across the cast’s and show’s social channels.

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Link-ups for fast fashion brands with populist reality TV shows have proved extremely lucrative in recent periods and this summer’s Love Island was a major catalyst for rising sales at several brands. Sponsor Missguided, plus Shein and Boohoo (and its PrettyLittleThing and Nasty Gal labels) all benefited from being worn by the cast of the show, data from Hitwise demonstrated last month.

And while Quiz didn't give details of how the original TOWIE collection had sold, it was clearly pleased with the results. 

So what is it offering for the autumn season? "The show’s signature sass with key trends including snake print, check tailoring and leopard print,” we’re told. The range features slip dresses, co-ords, statement jumpsuits and knitwear.

The range launched online on Monday and will be in stores and concessions from Tuesday, priced from £16.99 to £49.99.