Major celebrities like Justin Bieber and Sydney Sweeney are increasingly pivoting to personal underwear and lingerie brands as the celebrity-backed spirits market reaches a saturation point.
Justin Bieber’s appearance at Sunday’s Grammy Awards turned into a viral marketing stunt for his new accessory line, Skylrk. Performing a lo-fi rendition of his song “Yukon,” the singer took the stage wearing only a guitar and shimmering, baggy boxers. The underwear, part of a collection launched in July, reportedly sold out overnight following the unconventional televised promotion.
This trend follows recent high-profile launches like Sydney Sweeney’s lingerie brand, Syrn, and Kim Kardashian’s controversial “faux hair” Skims thongs. Industry experts note that while celebrity tequila has likely peaked, clothing lines offer a higher degree of difficulty. “A clothing line you have to worry about fit… you always have to come up with something for next season,” noted UCLA’s Olav Sorenson.
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