Revolve Launches Luxury Fashion Brand Revolve Los Angeles

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Revolve, the online fashion retailer, has launched its first eponymous luxury fashion brand, Revolve Los Angeles. The launch signals a strategic shift for the company, moving from a multi-brand retailer to a brand creator. Revolve Los Angeles is 'born from a deep understanding of the modern woman, and inspired by the city where Revolve began.' Bella Hadid has been selected as the face of the debut campaign and brand ambassador, aligning with the brand's focus on Los Angeles culture and lifestyle.

Why it matters

The launch of Revolve Los Angeles represents a growing trend among online retailers to create their own in-house brands. This move allows for greater control over design, quality, and brand messaging, as well as higher profit margins compared to reselling other brands' products. The selection of Bella Hadid as the campaign face and ambassador is a strategic choice to connect the brand with Los Angeles culture and influence.

The details

Revolve Los Angeles is described as 'born from a deep understanding of the modern woman, and inspired by the city where Revolve began.' The brand's launch event was held at the Living Room, a private members-only club in Los Angeles, highlighting the importance of creating exclusive experiences to foster community and brand loyalty. Bella Hadid's outfit at the event, featuring a sheer lace top, capri pants, and Jimmy Choo Love pumps, underscores the resurgence of Y2K fashion trends, particularly the return of capri pants. The inclusion of luxury footwear, such as the $1,095 Jimmy Choo pumps, represents the brand's elevated positioning within the market.

• Revolve Los Angeles was announced just a week before the launch event, indicating a rapid development and rollout of the new brand.