Only partners with Laneige for fashion and beauty collab

Apparel brand Only has joined forces with Korean beauty brand Laneige and will launch a Gen Z focused collaborative collection titled ‘The Vibe Shift’ online and in stores on November 12.

The Only x Laneige collaborative collection is a mix of casual wear and skincare, described as a “first-of-its-kind” by the businesses in a press release. The collection focuses on youthful self-expression and self-care and both brands term the launch an “experience,” focusing on creating a “cultural moment” which India’s shoppers can interact with, as well as shop.
 
“Laneige has always stood for confidence, radiance, and self-expression- qualities that resonate strongly with India’s young, style-forward consumers,” said AmorePacific India’s assistant director and head of marketing Mini Sood Banerjee in a press release. “Partnering with Only allows us to merge the worlds of beauty and fashion in a way that feels fresh, playful, and authentically Gen Z. Together, we’re not just launching a collaboration; we’re creating a cultural moment that celebrates individuality and glow in every form.”

From Wednesday, the collaborative collection will be available at the Only store in Mumbai’s Palladium Mall, accompanied by an immersive retail experience. Online, the collection will debut as a Myntra exclusive, accompanied by special event goodies and curated offers.
 
Along with Only’s selection of embellished and brightly coloured denim, Laneige has curated a selection of face masks, tinted lip serums, and lip balms. The collaboration illustrates the popularity of Korean beauty amongst India’s Gen Z consumers and the increasing focus on collections which incorporate omni-channel experiences.