FROM CYBERSPACE TO THE RETAIL SHELVES
Popular YouTube Celebrity LaurDIY Turns Her Online Influence to Retail Through Collaboration with Canadian Retailer Ardene
MONTREAL, Nov. 20, 2017 – The face of influence has greatly changed in recent years. The internet has spawned a new breed of mega celebrities sometimes from our very own neighbourhood. Case in point, Canada’s own Lauren Riihimaki otherwise known as LaurDIY from Toronto, Ontario. Lauren is the fresh-faced talent behind the immensely popular YouTube channel with legions of fans tuning in to learn fun DIY crafts and tales of her personal life. How powerful is her influence? Canadian retailer Ardene is putting its faith behind the internet’s reigning royalty with the launch of an exclusive sleepwear collection for the prime Holiday 2017 season.
Bringing content-to-commerce to life, LaurDIY x Ardene officially launches nationwide on November 29th across Ardene’s 200+ stores and ardene.com, its online store serving Canada and the U.S. market. Designed by LaurDIY herself, the highly anticipated capsule collection of adorable onesies features four styles of the YouTube star’s favourite Japanese animated kawaii characters of a unicorn, narwhal, flamingo and panda. Ardene will be the exclusive retailer in Canada to carry the collection.
“Are you really relaxing if you’re not in a onesie?! I’m so excited to merge two of my favourite things; onesies + cute and kawaii animals!” says LaurDIY. “I can’t wait to share them with my viewers.” Combining her love of fun and fantasy-come-to-life, the onesies are touted to be a hot seller and comfy must-have for LaurDIY’s countless fans, also known as #prettylittlelaurs.
The creative collaboration demonstrates how Ardene has its finger on the pulse of its customers. Aligning the brand with LaurDIY, Ardene taps into a voice that truly resonates with its young target audience. As a brand that understand the value of social media and its power of influence, Ardene continues to position itself as an innovator in an ever-changing marketplace.
The LaurDIY x Ardene official launch will also include two Meet & Greet events for LaurDIY fans. Montreal and Toronto #prettylittlelaurs will get to meet and snap a selfie with LaurDIY and take part in the in-store celebrations. The Montreal Meet & Greet will be held Saturday, December 9th, 2017 from 1PM – 4PM at Ardene’s Place Montreal Trust store. The Toronto Meet & Greet will be held Sunday, December 10th, 2017 from 1PM – 4PM at Ardene’s Toronto Eaton Centre store.
Lauren Riihimaki, more famously known as LaurDIY, is a world-renowned content creator and YouTube sensation with over 14.5 million followers across all her social media platforms. A lifestyle vlogger, Lauren’s specialty is DIY crafting—everything from fashion and accessories to beauty and home decor. She vlogs about clothes, relationships, her morning routine, workouts, seasonal snacks, organization, room décor and much more, and provides DIY ideas for each. Lauren just dropped a satirical video “DIY Queen” that hit #1 on iTunes. She is also currently the newest Fantana and has worked with many notable brands including Disney, Proctor & Gamble, Starbucks and Mudd Jeans. She recently won a Streamy Award for Lifestyle and has been featured on the Today Show, MTV, Seventeen Magazine and much more.
Ardene is the affordable fast-fashion destination in North America and beyond, with 400+ stores and a growing ecommerce business at ardene.com. The company is inspired by the ever-changing world of its customers, social media, pop culture, fashion and beauty. Ardene believes that fashion shouldn’t be exclusive or intimidating; it should be celebrated with youthful confidence and fearless enthusiasm, inspiring girls and empowering them to be unique and individual. The brand continues to evolve and gain momentum every day, while maintaining its affordable prices and vast assortment of products.