DTC swimwear brand Andie launches campaign with Demi Moore

Dive Brief:

DTC swimwear brand Andie on Tuesday launched a campaign called "Together," featuring actor and producer Demi Moore.
The campaign, shot by photographer Cass Bird, also includes Moore's daughters, Rumer, Scout and Tallulah Willis, according to a company press release.
Andie said the campaign aims to represent "unity, strength, and confidence across generations."

Dive Insight:

Following a year when consumers were largely isolated due to the pandemic, Andie is leaning into the sense of "togetherness" for its latest campaign as the country begins to emerge from the crisis. And after acting as an early investor to the brand, Moore is working with Andie in a much more public way to help promote its message of being a cross-generational brand and showcase some of its popular styles.

"Over the past year, connection has become more crucial than ever. I've been a supporter of Andie from the beginning as an investor, and now, more than ever, felt like a perfect time to join them in welcoming a summer of freedom and togetherness," Moore said in a statement. "It was important to me to include my daughters in this campaign, and I hope others seize opportunities in their lives to create meaningful connections and celebrate every moment with the people they love."

While the pandemic disrupted nearly every aspect of the industry, Andie's been able to grow its business over 100% from 2019 to 2020.

The swimwear brand was founded in 2018 with the goal of making swimsuit shopping online easier using a data-driven approach and online fit quiz, according to the company. Andie, in October, raised $6.5 million in a Series A funding round led by CityRock Venture Partners and Trail Mix Ventures, which it said would be used to expand its team and launch new product lines.

The DTC swimwear space more broadly has been heating up in recent months. Knix, known for its leakproof underwear, last year launched into the swim category. And earlier this year, MeUndies and Cuup launched their own swimwear lines. Industry analysts cited by Andie in October projected that 25% of the U.S. swimwear market is online, helping contribute to the rise of DTC brands jumping into the category.