I could not be more enthusiastic to announce the launch of Eats Lingerie and the release of our first bespoke collection, Black Cherry.
The campaign was photographed above the coastline of Malibu by our dearest Sonny Matson on a sun-drenched afternoon that felt like we were wrapped inside the warm embrace of the song Hotel California. The very sweet Erin Michelle danced around the house embodying the strong, confident, empowered woman we love at Eats.
Do we want to be the sexiest lingerie brand on the planet? Of course we do. And it’s with the love and support of an entire community that we throw ourselves headlong into this lofty endeavor – because we created a brand of lingerie specifically for all the strong, confident, sexy women who’ve collaborated with Eats.
I know the idea of launching a lingerie brand may seem to have come out of left field, but the genesis of this project was borne over 2 years ago. Lingerie found Eats. This was before we started monetizing our content and Eats was structured differently. We made money via product placement on our Instagram, along with campaigns we were hired to create (for instance the campaign we created for Alexis Ren’s athleisure brand). I, personally, continued to shoot big-budget music videos and tv commercials for Carl’s Jr, which was how I financed Eats up to that point. Somehow within that, I would shoot hundreds of girls for Eats and sat in a unique position to hear feedback on the apparel they wore.
Before I go into more detail about Eats Lingerie I want to highlight a common, undeniable theme for every person I filmed. The better someone felt in the clothes they wore, the better they looked on camera. Always. If Rihanna wanted to wear ballet shoes and dance on point in Umbrella or Miley rocked short-shorts so short in Party in the USA that the Disney execs suffered nervous breakdowns – if they felt great, they owned it, and regardless of how something looks on the hanger, it’s the moment you own your look that the camera sees someone at their confident best.
Sitting behind the curtain listening to girls in the Eats wardrobe room, I would hear feedback about everything and – especially with lingerie – the #1 criteria for feeling like you own it was FIT. A lot of bras looked amazing but could not be more uncomfortable. A ton of bottoms have creative-looking g-strings but neglect to consider how the waistline could be altered to elongate the legs – or flatter the booty by how it’s framed by silky, gentle straps.
Around that time I met Gemma Louise May, fresh from Australia, who worked for Australian lingerie label, Honey Birdette. She was actually introduced to me by model Zita Vass and we took a liking to each other immediately. I loved using Honey Birdette and girls absolutely loved it, so I saw Gemma a lot, not thinking at the time that we’d end up eventually working together.
Shortly thereafter I had been approached by an entirely different lingerie brand who white labeled their product to Eats (old fans may remember this!). It was easy to miss – we only had the product on sale for a month. People bought it but it was ugly. It had already been designed and wasn’t sophisticated enough for our brand. I pulled the plug quickly while simultaneously fielding yet another inquiry from a much bigger lingerie brand that was interested in buying Eats outright. The concept would be that we’d have a showroom consisting of everything that they had for sale and girls could pick out whatever they wanted. This brand would be the only apparel worn on the @eats.channel Instagram.
Let’s be honest, I’m not one to compromise a vision, and sitting on this wealth of knowledge I set out to create a lingerie brand for Eats – uniquely for our girls. I met with a talented designer from my friend Rihanna’s brand, went out to financing with VC’s, and learned about the process of manufacturing – looking into factories all over the world. Fortunately for me I found an ally with Playboy Mexico who loved my vision and partnered with me to help turn this dream into what you see today. But that’s not the end of the story.
Back in August 2019 I learned Gemma was leaving Honey Birdette and within 5 seconds we decided to launch this brand together. I made her the Managing Director of Eats and while I had taken the project this far, I left it in her capable hands to guide the lingerie collection to what you see today. She’s a shy, humble person (whose father is a dairy farmer in Australia), so she won’t take credit for anything – but I proudly present her as the real Master behind the brand. Yes – she would bring fabrics for us to look at while shooting Downtown. Yes – I would be picky about our signature Eats charm that will adorn each collection. But I’m not an idiot. I step aside to let the real experts do their job, one which I think Gemma has done in beautiful, stunning fashion.
There are a couple of hallmarks with every collection that will be unique to Eats. First of all: FIT. When girls put on our lingerie we want them to KNOW they look their best and therefore feel their best. Secondly, each Eats Lingerie set will be adorned by a tiny gold Eats-themed charm. The first reflecting the confident, sexy and whimsical nature of the brand: cherries! Lastly, we want everything to be maximum SEXY all the time. This means demi cup bras, lots of exposed booty so we see more skin, translucent and lace fabrics so we can amp up the sexy factor even more. But – most importantly – lingerie is intimate, so we want your experience with Eats Lingerie to feel personal.
In order to create the most exclusive experience possible we are producing each collection in strictly limited numbers with less than 300 sets available at a time. Because not just any model can become an Eats girl – we wanted our line to feel similarly special and rare. We would also rather the collections sell out than be left with overwhelming inventory. This will also ensure that the consumer knows that not everyone will be able to buy the same thing as them. We want this to be a special luxurious piece they will want to hold onto forever.
As a business we are aware of the toll fast fashion makes on the environment so we also wanted to make sure we were doing what we could to be sustainable and contentious of this. Once a never-to-be-repeated lingerie collection is sold out, consumers will need to wait until the following month for us to launch the next collection.
Thank you for learning more about our new venture and I can’t wait for you to see what we’ve put so much work into creating.