Hill House Home

Instagram’s broadcast channel feature is becoming a favourite for online creators and brand founders as a place to seek feedback and share a more unvarnished look at their lives. It’s also proving to be a powerful marketing tool.

Building emotional, even inspirational, connections to a product is more critical than ever in fashion and beauty. In today’s hyper-competitive, crowded environment, marketing strategies that make brands stand out and stay culturally relevant need a mix of old and new tactics.

After its signature ‘Nap Dress’ went viral during the pandemic, the direct-to-consumer brand is expanding its apparel offerings and opening a holiday pop-up.

The streaming service’s blockbuster deal with production company Shondaland came with plans for branding and merchandising deals. What that means for fashion is beginning to take shape.

Last week, Hill House Home sold $1 million worth of its sell-out nap dresses in just half an hour. Now, the product is set to drive 50 percent of the lifestyle brand’s business by the end of the year. What's the secret to its success?