Sofia Vergara's underwear subscription is a new service with an overarching goal of helping women across the globe.
Eby, the line of comfortable undergarments, may be ordered through a renewable subscription and will be available in sizes ranging from XS to 4X. Created in collaboration with her partner Renata Black, this subscription donates 10 percent of its proceeds to the Seven Bar Foundation, a non-profit that helps women across the globe start their own businesses.
The underwear line hopes to realign the garment with that of empowerment, rather than seduction. Vergara's subscription is marketed to "active women, the dynamic women, who don’t want to go to a store where they can’t even try on the product."
Key Themes Behind This Trend
- Empowering Underwear Subscriptions
- Subscription services for empowering undergarments with a charitable component are on the rise.
- Sustainability-focused Fashion
- Consumers are increasingly seeking sustainable fashion options in their subscription services.
- Celebrity-led Subscription Services
- More celebrities are partnering with startups to offer subscription services as a way to expand their brand presence.
Where This Applies
- Fashion
- The fashion industry can capitalize on the rise of subscription services with a focus on sustainability and empowering women.
- Charities/non-profits
- Charities and non-profits focused on empowering women can partner with similar subscription services to increase awareness and reach.
- Marketing/advertising
- Marketing and advertising agencies can work with celebrity-led startups to promote their subscription services and expand their customer base.
