This audio is auto-generated. Please let us know if you have feedback.
Dive Brief:
- Writer, actor and producer Mindy Kaling is now a swimwear designer through a collaboration with DTC brand Andie Swim.
- The Mindy x Andie swimwear collection includes 33 SKUs and comes in sizes XXS to XXXL, according to a press release.
- The wide-ranging collection is available on the Andie Swim website and is priced between $52 and $128.
Dive Insight:
From a marketing standpoint, Andie Swim stands to benefit from its association with Kaling, who counts over 6.5 million followers on her Instagram account and has posted about the new collection.
"I have been a fan of Andie Swim for years, drawn to their authenticity as a brand, their sense of humor, and of course, the fit of their suits,” Kaling said in a statement. “For that reason, I jumped at the chance to work with Andie on designing my first ever swim collection. I wanted the collection to be bold, fun, and empowering, full of pieces that make you look and feel amazing.”
Founded as a digitally native brand by CEO Melanie Travis, Andie Swim is known for its eco-friendly swimsuits that are designed for a wide range of body types. Andie Swim has since expanded beyond swimsuits to offer loungewear and intimates.
“Mindy's unique perspective on style and color, coupled with her passion for empowering women, made this collaboration so much fun,” Travis said in a statement. “She provided valuable input on silhouettes that she has both loved and disliked over the years, ultimately enabling us to craft a collection that we're all obsessed with.”
Following rapid growth in its first couple of years, Andie received a $6.5 million investment in 2020 led by CityRock Venture Partners and Trail Mix Ventures, allowing the brand to add new products and expand its team.
The brand has attracted celebrity attention over the years. Actor Demi Moore, who was an early investor in Andie, starred in a 2021 ad campaign for the brand and collaborated on her own collection with the company in 2022.
Andie recently opened a flagship brick-and-mortar store in Malibu, California, it’s only branded outlet. The company previously opened a pop-up location in West Palm Beach, Florida, in 2021. Two other retail stores carrying the products are listed on the Andie Swim website as being Neighborhood Goods in Austin, Texas, and The Elk in New York City.
via https://www.aiupnow.com
Howard Ruben, Khareem Sudlow
