Dive Brief:
- Beachwear lifestyle brand Cupshe has partnered with model, mother, entrepreneur and advocate of body acceptance Iskra Lawrence on a one-season swimwear collection selling exclusively on the Cupshe website and app.
- The 37-piece Spring Glow collection is made up of one-piece swimsuits, bikinis and cover-ups, according to a company press release. The collection also includes pieces for men’s and boys. Items are priced from $19.99 to $45.99.
- Women’s sizes range from XS to XXXL, with select styles in 0X to 3X. Men’s styles are in sizes S to XL and boy’s are from 5 to 12.
Dive Insight:
With more than 6 million followers across her social media accounts, Lawrence provides Cupshe with a powerful platform to market the new collection. With over 5.5 million followers on Instagram alone, she posted about the collection with a video of her modeling the swimwear on the beach.
“Surreal to have my first ever global swim collection and for it to be the first unretouched @cupshe campaign,” Lawrence said in the post. “I hope to continue to encourage realistic imagery and put an end to toxic unattainable beauty standards…because we are enough.”
The rationale for Cupshe to partner with Lawrence was due to several factors, according to the company. It will help introduce Cupshe to new audiences who may be fans of Lawrence. These collaborations also allow Cupshe expand its reach and appeal by offering exclusive designs for different style preferences, the company said.
"This collection stands as a bold testament to our commitment to versatility in the swimwear space," Lei Qi, senior marketing director at Cupshe, said in a statement. "Iskra's dedication to authentic representation and impactful influence align deeply with Cupshe's values. This launch goes beyond introducing new swimwear — we're launching a celebration of confidence and individuality."
The collaboration with Lawrence is not the first for Cupshe. In 2022, the brand partnered with Tabria Majors to launch a plus-size collection that was also featured at its Miami pop-up shop in July that year.
Cupshe has also previously collaborated on swimwear collections with JoJo Fletcher, Stassie Karanikolaou, Vanessa Morgan, Chanel Iman, Heather Rae El Moussa and Brittany Cartwright.
Other swimwear brands have brought on celebrities to launch or promote collections in recent years. Andie Swim tapped Mindy Kaling to launch a collection last year. Andie also enlisted Demi Moore, who was an early investor in the brand, to collaborate on a collection in 2022.
