The increasingly high profile of transgender celebrities in pop culture over the past few years has led to a relatively new and niche realm of celebrity licensing focused on signature merchandise inspired by transgender models, reality stars, and actresses. Examples, while still few and far between, date back at least as far as 2013 and continue today:
- Caitlyn Jenner, the former athlete and current reality star, paired with M.A.C. earlier this year for an exclusive lipstick color.
- Andreja Pejić, an Australian supermodel known for runway work for Jean-Paul Gaultier and Marc Jacobs, launched a 3D-printed fine jewelry collection with Sam H. Snyder in 2014, and a limited-edition eye shadow with Make Up For Ever to complement an ad campaign in 2015.
- Isis King, a reality star and model, introduced an apparel collection, which she oversaw herself rather than through any form of partnership, in 2013. She followed up her initial range with a blazer dress in fall of this year.
Because they are a new frontier within the retail landscape, and controversial in some circles, these sorts of deals tend to be narrow in scope, focused on one or a few products. They are often part of a greater endorsement or spokesperson arrangement, or use another alternative business model in lieu of a traditional licensing deal. And they are likely to feature a charitable component, often to support transgender causes.
A growing number of transgender models, actresses, and reality stars, from LaVerne Cox to Jazz Jennings to Lea T, are gaining significant fame, and many already have endorsement and/or spokesperson deals in place. It stands to reason that more signature products will follow in the near future.
The December Raugust Communications e-newsletter goes out next Tuesday, December 20. The Licensing Trend of the Month takes a look at five ways licensors and licensees are creating products that are cutting edge or even unique, a difficult proposition in today’s crowded marketplace. If you haven’t subscribed to this free monthly publication, you can do so here. Read all of the past Licensing Trends of the Month here.
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