Eggie (brand)

Eggie is a California-based brand of clothing created in August 2017 by Korean-American YouTube personality Jenn Im. Im partnered with global fashion company INSTACO[1] to design and produce the clothing line. The primary designer who oversees the collection is Angela Yea of INSTACO. On July 23, 2021, Im announced on her socials that after 3 years and 18 collections, Eggie would be closing its door as she begins to focus on her next chapter in life as a new mother.[2]

Background

The name of the brand, "Eggie", is the Korean word for "baby", and the line pays homage to and draws inspiration from Im's Korean heritage. Im released her first Eggie collection in August 2017, and her second Eggie collection in November 2017. Each collection is released in a limited run every six weeks or so, and the first Eggie collection sold out within minutes of its launch online.[3] Im considers the brand an "extension of her own closet",[4] and describes it as "fluid, fun and quirky".[5] The clothing line is meant to include gender neutral pieces as well as versatile pieces that can be worn in a variety of different ways. Im showcases the versatility of her pieces frequently in her YouTube channel. Unlike previous collaborations with ColourPop and Mejuri, Eggie is Im's first independent foray into clothing.[6]

Eggie has garnered positive attention from bloggers and the fashion industry and noted for its affordability.[7][8][5]

Criticism

In November 2018, Im released her holiday collection.[9] Her holiday collection was subjected to backlash due to:

The lack of transparency on where her clothing comes from. Im admits her clothes are manufactured in private factories in China, and that all of her workers are above age, treated and paid fairly, and all of the factories comply with US standards.

Lacking sustainability in her brand and prices. Im said she wanted to make clothes that are affordable and accessible to her audience. She explains that sustainable clothes are more expensive, and thought she would isolate a huge proportion of her target base if she made her clothes a higher price. She justifies the pricing of her clothing, saying the cost of her items take into account the people who are involved in the manufacturing process, marketing and financial distribution of her clothing line, and the prices are set so people in her company are compensated fairly for the work they've done.

Regarding the lack of body inclusivity in her clothing line, Im admitted that she envisioned clothes that she would wear and didn't take other body types into account; says a possible solution for this issue is to find another designer that can join her team, so they can design clothes which are suitable for everybody.[10]

References
  1. "Homepage". INSTACO. Retrieved 29 November 2017.
  2. "Instagram Jenn Im". www.instagram.com. Retrieved 2021-07-24.{{cite web}}: CS1 maint: url-status (link)
  3. Wilberg, Zenna (17 November 2017). "Jenn Im Launches Her Season II Collection for EGGIE". Missbish. MISSBISH Limited. Retrieved 29 November 2017.
  4. Spellings, Sarah (22 August 2017). "This Massively Popular YouTuber Just Launched an Affordable Clothing Line". The Cut. New York Media LLC. Retrieved 29 November 2017.
  5. Payne, Teryn (23 August 2017). "Lifestyle YouTube Vlogger Jenn Im Launches Her Own Fashion Line". Teen Vogue. Conde Nast. Retrieved 29 November 2017.
  6. Feitelberg, Rosemary (22 August 2017). "YouTube's Clothes Encounters Founder Jenn Im Launches Eggie Fashion Brand". WWD. Penske Media Corporation. Retrieved 29 November 2017.
  7. Lam, Teresa (22 August 2017). "Clothes Encounters' Jenn Im Launches Her Own Clothing Line, Eggie". Hypebae. Retrieved 29 November 2017.
  8. Florendo, Eliza (25 August 2017). "How Much Is Jenn Im's Eggie Clothing Line? You'll Be Pleasantly Surprised". Bustle. Retrieved 29 November 2017.
  9. What to Wear For the Holidays | EGGIE HOLIDAY COLLECTION, retrieved 2022-04-09
  10. "YouTuber Jenn Im Apologizes for her Crap Holiday Collection". LiveJournal.


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