The “Pretty Little Liars” star, whose business has developed a cult following since launching just 4 years ago, said she took “care” to resonate with Gen Z.
whose business has developed a cult following online, said she took “great care” to resonate with Gen Z consumers.
“TikTok has been huge in amplifying our brand voice and narrative in an organic and playful way,” she told Page Six Style exclusively. “Gen Z tend to be mindful about the brands that they support, [so] we have taken great care to consciously build a brand that has integrity and our finger on the pulse of what is happening.The “You” star, 35, launched her first line of luggage in 2018, and has since expanded the brand’s offerings, including a recentMitchell said her team’s efforts were translating into “authentic support” from customers, evidenced by the plethora of user generated content on platforms like Instagram and TikTok.
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