Celebrities are increasingly getting their family members involved in their product collaborations, in part as a way to broaden their demographic appeal and/or establish authenticity with demographic groups beyond their core fan base:
- Established jewelry designer and occasional Shark Tank cast member Kendra Scott partnered with her three sons for her first men’s and gender-neutral collection, with some of the styles in the assortment also being named for the boys. The line has included a few licensed items, namely with pro soccer team Austin F.C. and the University of Texas at Austin, both located in the family’s hometown.
- Kylie Jenner and her Kylie Cosmetics brand with Coty “collaborated” with her daughter Stormi Webster, two years old at the time, for a collection of eyeshadows, lip gloss, brushes, and other items with butterfly-themed packaging. That range was not for children, but Kylie Cosmetics’ Kylie Baby is also inspired by Stormi (although not officially connected to the toddler’s name), and she appears along with her mom in marketing materials to support the line.
- Actor Idris Elba and his wife, model Sabrina Elba, teamed up for a gender-neutral skin care line through their company S’Able Labs. The products address conditions such as inflammation and hyperpigmentation as part of an overall wellness and self-care positioning.
- Singer Jessie James Decker curated a capsule sneaker collection with retailer DSW that included sneakers in a variety of styles from brands including Converse, New Balance, Reebok, and Skechers. Her husband, former NFL athlete Eric Decker, has starred in advertising campaigns for the retailer and consulted on the capsule. In addition, the couple and their three children star in DSW’s back-to-school advertising this year to promote styles for men, women, and children.
- Kaavia James Union-Wade, who is three years old and has nearly two million Instagram followers, launched a clothing collection with Janie and Jack, in a collaboration that also involved her parents, actress Gabrielle Union and former NBA star Dwyane Wade. Kaavia reportedly approved the designs, created by the brand in consultation with her parents; anything she did not like was taken out of the assortment. Kaavia’s best friend Crosby helped inspire the gender-neutral pieces in the mostly girl-skewing collection, and he appears in some of the marketing materials, along with the family. The product range is for ages six months to 18 years. Both Wade and Union have been involved in many collaborations separately, but in both cases this is their first foray into children’s products.
Of course, most of the spouses and children involved in these programs, and others in a similar vein, are also celebrities to a degree. Most are recognized from their supporting roles in the media activities of their more well-known relatives, and a few are famous in their own right, thanks to success in their separate careers.
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