Eggie (brand)

Eggie is a California-based brand of clothing created in August 2017 by Korean-American YouTube personality Jenn Im. Im partnered with global fashion company INSTACO[1] to design and produce the clothing line. The primary designer who oversees the collection is Angela Yea of INSTACO. INSTACO, which serves as the physical office and provides the management team for Eggie, is headquartered in Costa Mesa, California.[1]

Background

The name of the brand, "Eggie", is the Korean word for "baby", and the line pays homage to and draws inspiration from Im's Korean heritage. Im is the youngest member of her family, and she also named the line after her YouTube subscribers, which she considers her family. Im released her first Eggie collection in August 2017, and her second Eggie collection in November 2017. Each collection is released in a limited run every six weeks or so, and the first Eggie collection sold out within minutes of its launch online.[2] Im considers the brand an "extension of her own closet",[3] and describes it as "fluid, fun and quirky".[4] The clothing line is meant to include gender neutral pieces as well as versatile pieces that can be worn in a variety of different ways. Im showcases the versatility of her pieces frequently in her YouTube channel. Unlike previous collaborations with ColourPop and Mejuri, Eggie is Im’s first independent foray into clothing.[5]

Inspiration

Im incorporated elements from her upbringing such as the Korean national flower, mugunghwa, and the Korean melon, chamoe, in prints in her first collection.[4] Im’s first collection and her accompanying video lookbook were both inspired by the notion of “nobody puts baby in the corner”. This phrase is printed on one of the shirts in the first collection.

The second Eggie collection incorporated stylistic inspiration from the early 2000s, including pieces such as oversized T-shirts and pants with chains. The pieces range in price from $19–72 USD. Some articles of clothing were based on her experiences growing up, such as a piece from her second collection that features love letters written by childhood crushes.

Im developed a video look book in collaboration with creative agency Kastor & Pollux to promote and showcase her first Eggie collection. The lookbook features neon red and blue lighting, with sets built to look like different home environments resembling living rooms and bedrooms.[6]

Reception

Eggie has garnered positive attention from bloggers and the fashion industry and noted for its affordability.[7][8][4] As of November 2017, Im's videos on her YouTube channel relating to her Eggie brand, including her lookbooks and try-on hauls, had more than 1.2 million views combined.[9]

References
  1. "Homepage". INSTACO. Retrieved 29 November 2017.
  2. Wilberg, Zenna (17 November 2017). "Jenn Im Launches Her Season II Collection for EGGIE". Missbish. MISSBISH Limited. Retrieved 29 November 2017.
  3. Spellings, Sarah (22 August 2017). "This Massively Popular YouTuber Just Launched an Affordable Clothing Line". The Cut. New York Media LLC. Retrieved 29 November 2017.
  4. Payne, Teryn (23 August 2017). "Lifestyle YouTube Vlogger Jenn Im Launches Her Own Fashion Line". Teen Vogue. Conde Nast. Retrieved 29 November 2017.
  5. Feitelberg, Rosemary (22 August 2017). "YouTube's Clothes Encounters Founder Jenn Im Launches Eggie Fashion Brand". WWD. Penske Media Corporation. Retrieved 29 November 2017.
  6. Roche, Dani (23 August 2017). "Nobody Puts Baby In The Corner: EGGIE F/W 2017 Look Book". Kastor & Pollux. Retrieved 29 November 2017.
  7. Lam, Teresa (22 August 2017). "Clothes Encounters' Jenn Im Launches Her Own Clothing Line, Eggie". Hypebae. Retrieved 29 November 2017.
  8. Florendo, Eliza (25 August 2017). "How Much Is Jenn Im's Eggie Clothing Line? You'll Be Pleasantly Surprised". Bustle. Retrieved 29 November 2017.
  9. Clothesencounters on YouTube


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