While pop sensation Justin Bieber recently announced there would be no new music to follow to his smash 2015 album, Purpose, on the horizon, he has been working on another mysterious new project: Drew House.
It’s a unisex clothing line, mostly adhering to a beige-brown or mustard yellow color scheme, with the word “Drew” substituting the iconic’s smiley face’s original mouth. “Drew,” “The House of Drew,” and “La Maison Drew” were reportedly trademarked well over a year ago, and while Bieber made a splash with his $4.99 Drew House hotel slippers released in January, there has yet to be any purchasable collection released by the brand (the website merely directs users to a sign-up form).
Still, that hasn’t stopped Bieber from launching a one-man marketing extravaganza for House of Drew, and Bieber clearly understands his audience. While the fashion label’s Instagram following is sitting at just under 400k (measly in comparison to Bieber’s own 109 million), the singer has exhibited his prowess when it comes to teasing out what’s in store on his own account — while revealing nothing at all…and we mean, nothing.
There have been beige and very vague caption-less sketches:
Cartoons of himself and new wife, Hailey (including an updated Simpsons likeness):
Ill-advised promotions masquerading as tributes (or vice versa) featuring Diddy and his late wife, KP:
But most importantly, influencers. Justin Bieber certainly understands if you can have your brand worn by fashion’s elite, the masses will soon follow…and it’s important to utilize your network. He began with — à la Yeezy — posting a paparazzi shot of wife Hailey Bieber wearing the House of Drew’s monochromatic designs.
And seemingly candid picture of Hailey in a Drew House chain:
Until this year’s Coachella. He teased his presence at the event, and reunion with old friend Kendall Jenner, on Instagram several days in advance, only to post just one photo on his feed of the festival: Jenner and Bieber née Baldwin in matching House of Drew bandanas.
It’s all genius, and clearly indicates a first drop is nigh — particularly given the quick follow-up post of (presumably) the brand’s packaging. There’s nothing that build’s hype like uncertainty and celebrity endorsement, and Justin Bieber has shown himself to be the master at facilitating both — even if it means we still have next-to-no concept as to the what, when, how, why and where elements of his clothing.
Still, no one understands millennial marketing like millennials themselves, huh?