Cult favorite label Eytys debuts its venture into streetwear with its imprint Purple Velvet and a collection of quirky 80s-style posters. The tongue-in-cheek advertising approach truly appeals to the nostalgia-driven consumer. The apparel — a collection of graphic-adorned sweatshirts and tees, is exhibited in suggestive photographs. "A revitalizing and sensual collection that brings ecstasy and increased enjoyment," the slogans point to something other than fashion. Eytys' 80s-style posters depict Purple Velvet not for what it is but as a "fictive beauty brand." The promotional materials point to a lotion rather than the clothing offerings — definitely a fun way to engage the puzzled consumer.
For the launch of its new apparel brand, Eytys partnered up with Swedish beauty brand Björk and Berries to actually develop a real body lotion which is available for purchase.