WRITTEN BY TAYLAR BROADNAX
April was a successful month for the Youtube sensation, Dearra Taylor. Within a matter of minutes, her newly released sunglass brand, LORVAE sold out and was followed by a crashed site. Although I was bummed I won't be getting my hands on a pair anytime soon, I was intrigued by the brands marketing leading up to the release date. Because I’m a sucker for creative content, I often analyze brand campaigns and the use of story-telling through media.
Dearra’s first collection consisted of four stunning sunglasses. Each with their own shape, design, color, and handpicked name. In her recent documentary uploaded on Youtube, Dearra reveals she was compelled to enter the retail industry because of her passion for fashion and massive sunglass collection. With the help of her dream team, Dearra traveled often to Los Angeles to meet with her marketing company, Tigima. The compelling visuals that accompanied the campaign rollout were nothing short of exquisite.
It’s no secret that Dearra has a massive social media following and rounding up her supporters isn't an issue, but she wanted to ensure she delivered top notch content -which for her personal brand is already expected. Dearra got in her bag and produced quality visuals and even posed with snakes! The campaign shoot captured Dearra at her finest, and everything down to the videos and product shots were eye-catching. I will say the price point surprised me only a bit. Positioning itself as a mid-luxury brand, LORVAE sunglasses range anywhere from $75-$85 each.
What I hope to see is more new releases from LORVAE. I think the momentum Dearra has built is great for someone of her caliber. I also think her brand is retail store worthy, and have no doubts Dearra and her team will execute more amazing campaigns.
Overall, I think sunglasses are an accessory you can never have enough of. By using her influence, Dearra created products of high demand. Not only will people support the well loved influencer because of the name she’s created for herself, but she also has a great sense of style. She’s always serving a look and doesn’t hesitate to hire a stylist (the campaign for this collection was styled by Jamar Hart) . Sunglasses can definitely finish a look, and with summer knocking at the door, they’re a travel essential.
Which look from LORVAE by Dearra is your favorite? Let me know in the comments! Will you be purchasing their next restock?
ABOUT THE CONTRIBUTOR:
Taylar Broadnax is an up and coming fashion enthusiast exploring journalism, e-commerce marketing, and content creation. She is currently a contributing writer for SHEEN Magazine with a recent Master's degree in Luxury and Fashion Management. Taylar has studied extensive courses that have prepared her for massive career growth. Follow her here and stay tuned for more of her insightful and fashion forward style expertise, coming soon to Sharra’s Style Blog!