New York & Company has made a very very smart move. They’ve collaborated with Eva JeanBart-Lorenzotti!!! Now that’s a hell of a last name. We better pay attention.
Eva is a trend setter, one of the top 10 most fashionable women according to Vogue and my brain, and luxury creator of the brand and e-commerce site Vivre, a highly edited style site that celebrates the unique and the classic. (It’s a must for late night purusing)
Here’s why I’m psyched… a huge, huge, gigantically huge company and brand like NY & Co is stepping foot into the social media world. Eva is a star that began right in the wee-little, often misunderstood and therefor overlooked world of social media. She, of course, rose to be quite the star and I’m happy that NY & Co has tapped into her resources, aligning themselves with the future of branding. (actually, that future is here, it’s happening. join in!)
Think about it. They could have chosen Kate Hudson or Gwennie or even a younger Kardashian (seeing as the older ones are beyond budget). But no, they have stepped away from the long overdue, obnoxious and obscene waste of marketing money using celebs to sell product and have begun listening to the voices of the public . And here’s what they want: Real people! Real talent! Real opinions! Real social impact!
Most women turn to NY & Co for reliable wear to work clothes at affordable prices. I love seeing how they’ve moved and shifted slightly into the affordable luxury department. NY & Co is bringing the every woman into the lux world. Eva is the perfect pick for this move because her editorializing skills are second to none. Her taste in clothing, style, cut and design are envious. What any woman would give to win a shopping spree at NY & Co with Eva. Now that would be a fun social media campaign to flesh out.
Now onto the really good shopping news. You can buy her capsule collection now!
Here’s a copy of the look book: Eva_Prints
I’ll see you at the mall! Maybe grab a coffee after we load up on fall lux fashion from Eva and New York & Company?