Demi Moore Turns Designer for DTC Swim Brand Andie

Full "Disclosure”: Andie’s new swim collection might be a “Ghost” by the time you read this. That’s because the DTC swimwear brand's latest collaboration is with the actor, producer, best-selling author, songwriter and women’s rights advocate Demi Moore. The trailblazing multihyphenate’s limited-edition line comprises 10 styles inspired by Moore’s personal collection of vintage swimsuits. With names like The Marseilles, The Tropez and The Cannes, the suits harken back to Old Hollywood glamour but with modern-day fits. According to a statement, Moore sourced the fabrics from France and Italy, and the pieces are manufactured by a sustainable factory in Morocco. Birkenstock Embraces Its Reputation for Unstylish Footwear The collection, available in bikinis as well as one-pieces in a variety of cuts, range from $75 to $155 and will be sold exclusively through the brand’s ecommerce channels and at pop-up shops in Sag Harbor, New York and Berkeley, California. A second drop will be released July 15. “Designer” is the latest hat Moore has worn with Andie. She was an early investor and longtime supporter of the 5-year-old brand and starred in its "Together" campaign alongside daughters Rumer, Scout and Tallulah Willis in 2021. The campaign, shot by renowned photographer Cass Bird, featured the women all modeling one of the brand’s most popular styles, The Amalfi, in assorted colors—exuding a sense of closeness and connection spanning generations while simultaneously accentuating their individuality. “After partnering for last year’s Together campaign, I was excited to collaborate with the brand again,” Moore said in a statement. “Working directly with the Andie team to create meaningful swim pieces influenced by my penchant for vintage fashion, while keeping in mind women at every stage of their lives, was an inspiring and fulfilling experience.” In an interview with Adweek, Michelle Copelman, Andie’s vp of brand and design, spoke about how she and Moore devised the collection while working on the campaign. “It’s literally been a year in the making,” Copelman said. “During the fittings, she [would say] ‘Oh, my daughters like to hike everything above their hips,’ and I [responded] “Yeah, it’s cool that they like to do that, but you don’t like to do it, and you can just stay true to your aesthetic knowing that someone who buys this swimsuit can hike it up [if they want to].” She added, “Demi is really all about bringing joy to other people and then definitely sparking that within her own life, and it became such a fun project to work on that we were like, ‘Oh, how about we make a few swimsuits?’ and it wasn’t at all coming from a place of financials and a business plan.” Copelman cited Moore’s existing interest in the styles and fit of swimwear and vintage fashion dating back to her teen years, coupled with her established experience and relationships in the fashion industry, among the many reasons she was a dream collaborator. (Moore has previously modeled in campaigns for Versace and Donna Karan with then-husband Bruce Willis, and most recently walked the runway for Rihanna’s Savage X Fenty line.) “She’s always had an eye for fashion. She’s been in fashion shows. She’s friends with a lot of designers. It’s not totally unnatural to her in terms of having that passion and exercising it,” she added. “I felt like it was a really great learning experience for both of us.” Moore than an investment For Andie, the partnership with Moore goes far beyond her celebrity wattage. The woman- and LGBTQ-owned brand—which recently raised an $18.5 million Series B round led by Jay Z-backed Marcy Venture Partners—counts Moore as one of its early advocates. Moore learned about the company through founder and CEO Melanie Travis, herself an advocate and investor in women-owned businesses, who started Andie when she couldn’t find any swimsuits she liked. Copelman said this spurred Travis to give shape to the company’s commitment to bring “well-fitting and thoughtfully designed swimwear to women of all ages in sizes ranging from 0 to 26.” That commitment has informed much of Andie's strategy when it comes to marketing and deciding where to open pop-ups. For a company with a mission deeply rooted in inclusivity, diversity and equality, having the first Hollywood actor in history to earn the same salary as her male counterparts on your team is a pretty big deal. It didn’t hurt that Moore’s values aligned with Travis’ and the Andie team. For Moore’s fans who grew up idolizing her career choices, provocative and groundbreaking magazine covers, effortless beauty, enduring spirit and dogged fight to end the sex trafficking of women and girls, this partnership is a natural extension of her personal brand. For Andie, the partnership presents an opportunity to expand its customer base, which currently comprises mostly older millennials and Gen X, according to Copelman. “We’ve been offering a more diverse, robust collection and assortments every year, and this Demi collection is a further evolution of where we’ve been,” she said. In addition to paid social on Facebook and Instagram, the brand will post images from the collection throughout the day with Moore on July 7. In the days leading up to the launch, the brand sent email swipe-ups to its customers. “We’re just eager to go after the channels and campaigns that drive revenue, like email campaigns, SMS outreach, and servicing our tried-and-true clients,” added Copelman. To Attract Gen Z Shoppers, Macy’s Expands Its Private Brands

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Demi Moore Turns Designer for DTC Swim Brand Andie

The vintage-inspired collection has women of all ages and sizes in mind

Leslie Blount

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Leslie Blount