Fashion meets Flower by Edie Parker, For a Good Time, 21+ #weedieparker
Brett Heyman and her brand Edie Parker sold weed, legally, for the first time in the place they started as a fashion brand, New York City, just in time for New York Fashion Week. Edie Parker was a handbag line in 2010, then adding home accessories in 2016, then smoking accessories in 2019, followed by actual things to smoke in 2024.
“Weed doesn’t have to be ugly.”
The smoking accessories, lighter, flowers’ package, and weed vape are consistent with their colorful, playful, and youthful fashion style, giving them a competitive edge in the legal weed industry.
Edie Parker sticks to a “unserious” marketing where they try to keep everything fairly light, catering their audiences on social media. The demographic on social is mainly young women, 18 to 28 who definitely like aesthetic stuff.
The founder Brett said in the interview with the PAPER magazine: “Cannabis is the biggest job creator in the country and generated around $40B in legal sales last year. Despite this and all the benefits — both medical and just for a good time — there is still a stigma around the plant. Mainstream collaborations in categories like fashion help remove it.” And their new campaign for weed vape launch in New York City is a great example of successful social media presence, correcting stigma, bringing nostalgia, and making weed aesthetic.
Brooklyn Bridge, Dumbo, Deli, Sunset Brooklyn.
Mini flower dress, purple cowboy boots, and the classic flower decoration on the head. Y2K inspired.
MTA, graffiti, flashing lights, the hustle and bustle New Yorker.
Lavender hazed-eye makeup and lilac. Ethereal.
Hudson River, WTC, Two Bridges, Downtown New York at Night.
Yellow, red, and purple-ed dress. From dusk till dawn.
These New York-themed background and styling are nostalgic, for Edie Parker the brand itself, as it started in New York, and also for New Yorkers who relate to the everyday life in the city.
In the AI-version, #GardenofEdieNY, Edie Parker created a series of mini video game where the three models of the campaign are representatives for sativa, indica, or hybrid cannabis. Sativa for morning spike, indica for evening relax, and hybrid for balanced enjoyment.
“WELCOME TO OUR DIGITAL WORLD 🌎 come play with us. NEW YORK WAKE UP! Have you eaten your greens today? It’s time to start your day as the highest girl in the room 💋.”
Edie Parker maintains its claim of being “unserious”: the contents are light and bright, just like its design in fashion and flowers.
In addition to DIGITAL WORLD, they also created memes around women, friends, fashion, and weed. A very Gen-Z thing.
And of course, these meme posts are well-received. These are content that engage people, generate conversation, and create an online community around the brand, therefore cultivate brand awareness and loyalty.
#iykyk, for a good time. Edie Parker Flower.
