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Influencer Emma Chamberlain launched an extensive 70+ piece West Elm collection this week, and the rollout has been as fascinating as the collection itself. The collab first came to my attention via an AD house tour billed as an “update” to her original AD tour, which has amassed 13M views since it launched 3 years ago. While presented as a chatty update to her re-decorated pad, in reality the video functions as clever promo for her new West Elm collaboration, strategically spotlighting a button coaster here and a MCM-inspired vanity there. It’s a testament to the strength of Emma’s personal style that this all feels organic, rather than a piece of a growing trend toward what I’ll call “soft-branded” content – not technically an ad, but designed to sell a product nonetheless.
The collection mixes the kind of sleek, Euro-modernist-influenced furniture you might find on 1st Dibs with a cacophony of playful twee decor indebted to the “put a bird on it” era of Martha Stewart Living. Scrolling through the site, I couldn’t help but be charmed. Who wouldn’t want a pillow covered in 1,000 buttons, or a gorgeous little mushroom table lamp bisected by a bold red cord? But as I happily hearted my way through the collection, I couldn’t help but feel unsettled. In many ways the collection feels like the collision of Etsy, Pinterest, and the IG explore page, the culmination of some sort of late-stage internet hive mind aesthetics. And if we’re all looking at the same design images, will our taste collectively flatten, or is there still space for personal expression? I welcome any collection that makes high quality design more affordable. But in an era where we’re all consuming the same algorithm-approved images, I worry about our ability to innovate beyond nostalgia for richer, more tactile design eras.
For better or worse, this is the perfect collection for the current internet era. It’s a savvy partnership on both Chamberlain and West Elm’s part, executed with Emma’s usual attention to detail and relentlessly good taste.
And now, for some other savvy product launches this week:
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First Up: Kaia Gerber x Repetto
Iconic French footwear brand Repetto has launched a new collaboration with actress and model Kaia Gerber. Conceived by Kaia herself, the campaign (titled “In Bloom”) includes a poetic short film directed by Neels Castillon and choreographed by Fanny Sage. To prepare for the project, Kaia underwent months of dance training across Paris, Los Angeles, and London. She worked closely with Fanny Sage and Repetto’s President and CEO, Charlotte Gaucher, to shape the project from concept through product selection. The collection includes the Kaia, a reimagining of Repetto’s beloved Cendrillon ballet flat, and the Pina, a tribute to choreographer Pina Bausch, who was known for dressing her dancers in Mary Janes.
Trending: Sunny Festival Essentials
Just in time for the start of festival season, KREWE has launched their newest collaboration with Tecovas. The limited-edition collection brings together the two brands’ shared interest in craftsmanship, quality, and individuality. The four exclusive eyewear styles are inspired by a classic Western vibe and are perfect for getting a little shade at a desert festival.
Another great potential festival accessory: Dezi Skin’s new SOL’D Broad Spectrum Mineral Sunscreen SPF 30 PA+++ is pocket-sized, lightweight mineral-based SPF. It’s formulated to protect against UVA/UVB rays, without any greasy residue. Its compact size makes reapplication on the go effortless, and it fits easily in any festival pack.
Trending: Candle Culture
Italian luxury leathergoods brand Il Bisonte just released their newest addition to their expanding home line, the Raffia Candle Holder. The beautiful vessel is made with a combination of vegetable-tanned leather and raffia, lined with striped cotton canvas. I love this as a host gift or companion to any candle-lover’s collection.
In other candle-related news, Maison Louis Marie launched its newest candle, Liane de Tomate. The summery fragrance is inspired by the vibrant aroma of heirloom tomatoes, blending fresh herbal notes with earthiness. It includes two of my favorite summertime scents, verbena root and lavender, grounded in an earthy base. The result is an ode to the lush, grounding beauty of the tomato garden in full bloom.
Before You Go…
- Artek and Heath Ceramics continued their long-standing collaboration with a beautiful new series of Tile Tables that combine Alvar Aalto’s iconic wood bending with Edith Heath’s ceramics. Each tiled tabletop is finished in a tonal range of reds, greens, or whites, drawing upon Heath’s long history of glaze experimentation.
- Bonjout Beauty launched La Cream, a pharmaceutical-grade, multi-active moisturizer formulated with NAD+ youth boosters, peptides, and patented plant cell biotechnology to support skin longevity at the cellular level—focusing on repair, regeneration, and resilience. Its inverse emulsion system allows for optimal absorption and skin compatibility.
- Rocco launched their cheeky Triple Coaster, built around the internet's "3 Drink Theory" – the idea that most people keep three drinks on their desk at all times (one for hydration, one for energy, one for fun). The Triple Coaster is a playful and practical solution to protecting your desk from all your little drinks, designed to hold three at once. I need one.
- Anyday expanded beyond glassware with the launch of Anydeli, an ingenious plastic-free deli container reimagined in platinum silicone. Designed to replace the endless stack of flimsy plastic containers that take over most kitchens, Anydeli is durable, flexible, and completely plastic-free. I’ve been loving the sneak peek samples Anyday shared. Pro tip: use the large size to make perfect microwaved popcorn.
- OUAI has joined the bond repair craze with the Bond Repair Balm, OUAI’s first product dedicated to extreme damage repair. Three years in development, the formula is designed to replace traditional conditioner, delivering visible repair while strengthening broken bonds, restoring the hair barrier, and improving overall hair health.
Happy shopping. Email me directly – hannah@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
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