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 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]

Reception

Eggie has garnered positive attention from bloggers and the fashion industry and noted for its affordability.[6][7][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.[8]

Collaborations

In 2019 Jenn Im and Jessica Vu Team Up for Eggie’s First Brand Collaboration Jenn Im came to the first brand collaboration for EGGIE with fashion and beauty YouTuber Jessica Vu. The 12-piece line, Eggie x JessyLuxe. The collection features a wide range of looks including fun pieces like the ruffled cropped top and fit and flare polka dot dress to polished pieces like the slit trousers and twilled pants.

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. Lam, Teresa (22 August 2017). "Clothes Encounters' Jenn Im Launches Her Own Clothing Line, Eggie". Hypebae. Retrieved 29 November 2017.
  7. Florendo, Eliza (25 August 2017). "How Much Is Jenn Im's Eggie Clothing Line? You'll Be Pleasantly Surprised". Bustle. Retrieved 29 November 2017.
  8. Clothesencounters on YouTube


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