Stephen Colbert launches his own ‘personal curateable’ lifestyle #brand
If you thought Stephen Colbert’s childhood dream was to become a late night talk show, you’re wrong. Rather, it was becoming a fully fledged #brand and he achieved that by announcing the launch of his lifestyle line, Covetton House.
On Thursday’s Late Show with Stephen Colbert, the host amusingly skewered the obnoxious recent trend of celebrities creating lifestyle companies filled with overpriced items. One of the worst offenders, of many, Colbert points to is Reese Witherspoon’s ‘Draper James’ charging $85 for a set of four linen napkins.
Witherspoon isn’t alone, with Blake Lively and Gwyneth Paltrow also running their own equally ridiculously titled companies, too. “With all these lifestyle brands, you finally get to know your favorite celebs from the comfort of their own homepages,” he says.
Celebrities’ e-commerce stores have mostly been a bust. Figures are rarely available for these companies, although there were reports last year that Paltrow’s Goop is about $1.6 million in debt.
Mimicking these other great entrepreneurs of our time, Colbert launched his own “personal curateable lifestyle brand.” The brand’s identity blends “classic Southern living, the breezy charm of the English countryside and whatever they had leftover at the prop warehouse.”
One of the items on sale at Covetton House, whose motto is “Want,” is a set of “beautifully hand touched suede coasters” for $175. “They’re an elegant way to say to guests ‘don’t get these wet,” he says.
Do pay attention to how elegantly the corduroy-clad Colbert sprawls himself out on a sofa in the clip below.
More in Marketing
How creator platforms are building tech infrastructure to keep pace with a maturing industry
The creator economy is growing rapidly, but the technology infrastructure required to manage and scale influencer marketing has yet to catch up.
The Upfronts got a taste of the creator economy
At the Upfronts, creator took the stage — but not the power. Yet
Can brands like American Eagle appeal to Gen Z with Substack?
Brand-owned publications are arguably a cyclical trend and we’re in the next cycle of such a trend with Substack.