Online fashion retailer Revolve is gearing up for the holiday shopping rush with a new portfolio brand.
The shopping platform has made its mark as a destination for millennial and Gen Z shoppers who relish scrolling through the site’s curated assortment of boutique brands. Now, Revolve’s wholly owned sister site, Forward by Elyse Walker (FWRD), will house a new and exclusive capsule called Reve Riche.
The collection, which launched Tuesday with 33 styles, focuses on occasion wear with a feminine, modern edge. The line includes sequined cocktail dresses, feathered evening gowns, bustier tops and specialty undergarments like bralettes and high-waisted briefs in sizes 34-42, ranging from $95-$1,895.
“Customers come to FWRD as a trusted destination for a highly curated offering of styles from sought-after designers and the latest emerging luxury brands,” Revolve said in a statement, adding that Reve Riche “embodies the aspirational, self-assured and strong FWRD woman with expensive taste.”
Raissa Gerona, chief brand officer for FORWARD by Elyse Walker, added,“Our customer has an appetite for discovering emerging designers. Rêve Riche is the perfect addition to FWRD’s elusive and iconic roster and we’re so excited to see the brand come to life.”
The Reve Riche brand will be available exclusively on FWRD.com, which counts Hollywood It girls including Rosie Huntington-Whiteley, Kylie Jenner, Kendall Jenner, Elsa Hosk, Lala, Romee Strijd, Olivia Culpo as fans. Select products are available on the Revolve site, Revolve Group said in a statement.
“We’re passionate about every single brand we carry on FWRD, which is one of the reasons our
customers trust us as the destination for well curated luxury product,” FWRD vice president April Koza noted. “We’ve dreamed up our first ever in-house brand, Rêve Riche, to be just that. A brand we love, our customers will love, and a brand we all can’t wait to wear.”
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Revolve’s private-label debut follows moves by other established retailers, like Express, which launched its new wellness-focused lifestyle brand, UpWest, earlier this month.
After multiple quarters of lackluster returns, the fast-fashion mall retailer is seeking to court millennial shoppers through a venture that plays upon comfort and consciousness. The e-commerce-only line includes loungewear and sleepwear for men and women, as well as a curated selection of home and wellness products like CBD oils, essential oils and crystals.
“UpWest is a brand targeting millennial consumers who are intentional about their journey to find a greater sense of peace and calm in a chaotic world,” Jamie Schisler, senior vice president and chief comfort officer of UpWest, said in a statement. A far cry from the corporate and night-out staples that the brand is known for, Express appears to be attempting to broaden its appeal with the niche, in-house label.
Not all retailers are following suit, though. Earlier this year, Europe’s largest online fashion retailer, Zalando, announced it’s paring back its selection of private labels, cutting about six of 18 in-house brands with the intent of courting more established consumer favorites. The site already counts heavy-hitters like Nike and Adidas as a part of its lineup, and is reportedly going after other internationally loved brands.
Zalando’s strategy is in direct opposition with the track most retailers are taking, though—including Amazon. The company’s selection of private label brands across all product categories has exploded in recent seasons, and the online giant is keen to break into the fashion space with a host of exclusive lines for men and women.
Amazon has also adopted the beloved drop model by co-creating influencer-led fashion capsules, which are sold through pre-orders and manufactured according to demand, playing into the scarcity angle as well as the “fear of missing out.”