Lane Bryant announces latest influencer collaboration
today Mar 16, 2019
Plus-size retailer Lane Bryant has announced its newest co-designed influencer collaboration with Rochelle Johnson, founder of lifestyle and plus-size fashion blog Beauticurve.
The Beauticurve X Lane Bryant collection will debut on March 20, and will be available in select stores, as well as on lanebryant.com.
The spring-themed ten-piece collection includes an assortment of dresses as well as a jumpsuit decorated with prints selected by Johnson, who happens to be a former Lane Bryant employee. The blogger launched Beauticurve in 2013, and quickly gained popularity for her personal style posts cataloguing her adventures as a plus-size fashionista. Currently, she has over 200,000 followers on Instagram.
"As a former associate, it is a total full circle moment for me to have the honor of co-designing a collection with the brand," said Johnson. "My experience in-store opened my eyes to what plus size women respond to fashion-wise. It was beyond important for me to draw on that experience with the team at Lane Bryant to create dresses that women can feel joyful, spirited and empowered in. I want to inspire her to try new prints and colors, from blush pink to leopard print."
Lane Byrant launched its debut influencer collaboration in the fall of 2018, partnering with Girl With Curves founder Tanesha Awasthi. The brand will no doubt be hoping that this second collaborative collection will give a boost to its sales after parent company Ascena Retail Group Inc. saw widening losses in the second quarter of 2019, and an overall dive in its plus-size business.
Johnson and Lane Bryant will promote the collection launch with two exclusive in-store meet-and-greet events, including the collection launch event on March 19 at the Westfield Culver City Lane Bryant, and an event on March 24 at the Lane Bryant store in Johnson's hometown of Little Rock, Arkansas.
Beauticurve X Lane Bryant will be available in sizes 12 through 28, with prices ranging from $79.95 to 99.95.
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