Shay Mitchell and Michaela Blaney Launch eLUXE x Amore & Vita
Jana Pijak — December 3, 2014 — Pop Culture
References: flickr & amoreandvita
Pretty Little Liars star Shay Mitchell teams up with business partner and bestie Michaela Blaney to launch eLUXE x Amore & Vita, a clothing collection designed exclusively for eLUXE, the "largest global platform to deliver merchandise lines designed by the digital celebrity community."
Amore & Vita is the pair's lifestyle website that showcases creative passions and tips related to fashion, beauty, health and even cooking. With the platform, Shay and Michaela want to inspire girls to "go out there and try as many things that they can" and to do so without hesitation. "We're proving that if we can do it, anyone can do it", says the pair.
Inspired by the duo's personal style, their youthful collection features printed tanks and tees that are displayed in a monochromatic palette. When asked about the range in a recent interview with Trend Hunter, Shay and Michaela discussed Shay's font obsession and explained the inspiration behind their line. "With these shirts, we had 100% of creative control. The collection was everything I wanted it to be, everything would be something I would wear myself", said Shay.
This limited edition clothing collection embodies Shay and Michaela's "creative and passionate outlook" and is revealed just in time for the re-launch of their website. The pair's favorite pieces from the line include their 'I need a pizza that' and 'Unique Clique' tank tops that they wear while working out. The best friends and collaborators describe their target consumer as a "go-getter, who tries everything."
Amore & Vita is the pair's lifestyle website that showcases creative passions and tips related to fashion, beauty, health and even cooking. With the platform, Shay and Michaela want to inspire girls to "go out there and try as many things that they can" and to do so without hesitation. "We're proving that if we can do it, anyone can do it", says the pair.
Inspired by the duo's personal style, their youthful collection features printed tanks and tees that are displayed in a monochromatic palette. When asked about the range in a recent interview with Trend Hunter, Shay and Michaela discussed Shay's font obsession and explained the inspiration behind their line. "With these shirts, we had 100% of creative control. The collection was everything I wanted it to be, everything would be something I would wear myself", said Shay.
This limited edition clothing collection embodies Shay and Michaela's "creative and passionate outlook" and is revealed just in time for the re-launch of their website. The pair's favorite pieces from the line include their 'I need a pizza that' and 'Unique Clique' tank tops that they wear while working out. The best friends and collaborators describe their target consumer as a "go-getter, who tries everything."
Trend Themes
1. Digital Celebrity Community - The rise of digital celebrities creates opportunities for merchandise lines designed by these influencers, disrupting traditional retail channels.
2. Personalized Fashion Collections - Celebrities and influencers launching their own clothing collections allow consumers to express their individual style, disrupting mass-market fashion brands.
3. Lifestyle-based E-commerce Platforms - Platforms like eLUXE that integrate fashion, beauty, and lifestyle content provide a unique shopping experience, disrupting traditional e-commerce sites.
Industry Implications
1. Fashion Retail - The fashion retail industry can leverage the growing demand for merchandise lines designed by digital celebrities to attract a new customer base and stay relevant.
2. Influencer Marketing - Influencer marketing agencies can collaborate with digital celebrities to create personalized fashion collections, offering a fresh approach to brand partnerships and marketing strategies.
3. E-commerce - E-commerce platforms can disrupt traditional retail by integrating lifestyle content and providing a seamless shopping experience that connects consumers with their favorite digital celebrities.
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