Billie Eilish's 72-Hour Merch Line Was a Lesson In Kitschy Cool Design
Ariana Grande wasn’t the only artist to release a Valentine’s Day merch line to promote her newest album. Billie Eilish, the 17-year-old pop singer famous for her hit songs "Ocean Eyes" and "Bellyache," released her own V-Day surprise merch in honor of her upcoming album, “When We All Fall Asleep, Where Do We Go,” out March 29. The merch collection was unlike anything else on Eilish's online shop, featuring kitschy cool streetwear-inspired designs.
We know a few things about Eilish—besides the fact that she's crazy talented—and one of them is that she has a bold sense of style. When we heard that she released a limited-edition merch line, we knew that it was going to be out of the ordinary and feature more pieces that represent her streetwear style. Although, what did come as a surprise was that it was only available online for 72 hours.
According to Highsnobiety, Eilish included a few pieces like long and short-sleeved tees, caps and a hoodie, but she also incorporated a few apparel items we haven’t seen much of recently: a branded bucket hat and shorts. If you’re familiar with Eilish’s style, you’ll know that you can typically find her wearing those very items. (If you don’t believe us, check out her Instagram page.)
The design aesthetic Eilish went for is also different from some of the merch launches we’ve covered before. When you think of Valentine’s Day merch releases, you likely think holiday-inspired pieces similar to what Grande and Beyoncé have done in the past. Instead, Eilish created a collection that incorporated a graffiti spray-paint look on all white apparel. Other details included Eilish's name, ghosts, flames, a bulldog and logo treatments that look similar to ones you'd find on Louis Vuitton.
Eilish's fans were also excited about the collection, even if the majority admitted they were broke.
One user tweeted, "i wish i could lie but i bought all of it":
i wish i could lie but i bought all of it
— avani dicaprio (1990s edition) (@lilpapivoni) February 14, 2019
For the promo distributors—and for anyone looking to test out some new designs—Eilish's collection is proof that streetwear styles, when done right and for the right audience, are mega popular. Add some details specific to the brand in question, and it turns a kitschy design into something unique and cool.