America’s biggest retail chain Macy’s has partnered with a multi-platform media company, AwesomenessTV, to debut a lifestyle brand — In Awe Of You, aimed to cater to the Gen Z ingénue, which in simple terms mean young girls born between mid- to late-1990s.
The brand is going to hit the stores in February, and the range will make sure the junior girl looks and feels her best for all of the important social occasions in her life this Spring. The line features coquettish dresses, trendy clutches and other fancy accessories such as nail decals, mobile chargers and temporary tattoos.
Brands have lately been using the social media power of digital influencers to sell anything and everything from books and movies to pizza and of course fashion. Recently, Nike also released its YouTube series, showing the story of two sisters, Margot and Lily. AwesomessnessTV has been particularly active in the fashion category recently, with many other brand campaigns. In September0 2014, the multi-platform production company and multi-channel network partnered with Kohl’s Department Stores to launch a new fashion line, S.o. R.a.d.
This time, it wil be showcasing In Awe Of You with a new YouTube series, called “Closet Wars,” starring YouTube sensations Vanessa and Veronica Merrell on the AwesomenessTV YouTube channel.
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The Merrell sisters are college freshmen, who already have more than 772.6k subscribers and 92.8M views on their YouTube channel with their comedy and music videos. In Closet Wars, the stylish twins will be up against one another in a fashion face-off, and will be asked to shop for their perfect closets. They’ll then be challenged to create the best looks for the special occasions they’re presented with, featuring the exclusive In Awe Of You collection.
In Awe Of You offers young women, the kind of styles they want at an incredible value, with an assortment of dresses and separates that range from $39 to $79. The new brand will offer styles for every occasion — from Valentine’s Day to prom to graduation and everything in between. The collection also carries styles inspired by the runway. A range of short, midi and floor-length dresses, as well as of-the-moment two-piece sets are also available in gorgeous pastels and oversized floral prints, featuring sheer details and crystal embellishments.
“Our junior customer is smart, dynamic and hyper-conscious of fashion and the latest trends,” said Stephanie Muehlhausen, VP/fashion director of ready-to-wear/Millennial. “AwesomenessTV is one of the leading sources of culture and entertainment for that customer, and our collaboration has resulted in an amazing collection that fits her lifestyle perfectly. In Awe Of You, from the cool cuts of the dresses to the playful glamour of the accessories, speaks directly to the Gen Z girl, and she’s going to love it.”
In Awe Of You launches in select Macy’s stores and on macys.com in February. The series is already available on YouTube.
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