Revolve Group wants to breathe new life into its L’Academie label, bringing on Marianna Hewitt as creative director to carry out that plan.
Hewitt is co-founder of beauty company Summer Fridays and hosts the podcast “Life with Marianna.”
“In this new chapter of the brand, we want to create pieces that I would want in my dream wardrobe, and it’s been incredible working with such a talented team to make this vision a reality,” Hewitt said on social media Monday.
L’Academie originally launched under Alliance Apparel, a business Revolve bought in 2015. L’Academie was rolled out not long after that acquisition.
The revived collection is available through Revolve and luxury sister brand FWRD, although the assortments vary by site. The range includes dresses, tops, vests, shorts, skirts and jackets priced from $148 to $288.
Hewitt’s role include product development, design, styling and merchandising.
“Marianna has been a long-time collaborator and friend of Revolve,” Revolve Group Chief Brand Officer Raissa Gerona said in a statement.
Hewitt’s hiring comes as Revolve looks to “continue to elevate our in-house brands with a fresh perspective,” Gerona added.
While the namesake Revolve business sells third-party brands, its proprietary labels are a notable revenue generator.
The company counted 31 in-house brands in 2022, the most recent annual data available. It’s a fraction of the more than 1,000 brands Revolve carried that year. However, five of Revolve’s top 10 lines were company owned, according to its 2022 annual report.
Proprietary labels also generated 22.4 percent of Revolve’s overall sales in 2022. The performance points to an adept understanding by the company of what appeals to its core consumers and the ability to identify holes in its assortment.
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