This spring, if your face smells like donuts and your outfit comes from a farmers market stand? Congratulations, you’re bang on-trend.
Last month, when British bakery chain Greggs debuted a collaboration with fast fashion retailer Primark in the UK, fans of pasties queued up for hours to score the logo-emblazoned loungewear.
To drive home messaging around the colorful new launch, which is produced using natural plant and mineral dyes as well as water-saving techniques, Levi’s has partnered with Pressed to provide loyalty program members with free juices at seven of its flagship locations across the country.
The collaboration, which sprang from an overwhelming community response to a makeup challenge the brand posed last year in its TikTok reality show Eyes.Lips.Famous., follows in the footsteps of another unlikely bedfellow: the fast-casual chain Chipotle, which e.l.f.
“At e.l.f., when we think about collaborations, we’re looking for like-minded disruptors that want to force-multiply with us,” e.l.f.
“The love is in the details,” Budhraja says.