When I heard that Morgan Stewart McGraw is launching her own ready-to-wear, quiet luxury line, I was not surprised.
She first gained fame while on Rich Kids of Beverly Hills but lately has become known for her minimal, quiet luxury style. Personally, I started following her on TikTok because of her OOTDs and later learned of her stint on reality TV. Therefore, when news of Renggli came across my FYP, I had a feeling it was a matter of time.
On September 12th, Stewart plans to launch Renggli. A direct-to-consumer, quiet luxury, ready-to-wear line that focuses on minimalism and quality, according to WWD. She told WWD that after The Loyalist reached out to her to create this line, she ran with the idea for the last 18 months.
Stewart's own style has evolved into simple and feminine. She invests in pieces from couture lines, like Prada and YSL, and high-end ateliers, like the Row. She describes her love for quality pieces as a "core in my entire shopping history has been to have things that I can pull out four years from now. Half the things I have are stuff that stand the test of time, so it is an investment at the end of the day."[1]
Renggli's debut will include trousers for $245, a high-neck tank for $75, a t-shirt for $85, an oversized jacket for $295, and a crewneck sweater for $285 - all in a variety of the same four colors of yellow, black, brown and white.[1]
This is a great move for Stewart. She knows what she's doing, having seen her grow her brand on social media from teen reality star to working mom with an eye for good quality fashion. And she's expanded her audience; take me, for example; I found her because of her outfits and followed her because of her style. I am her target market! While her price range is high, and I wish she had a $50 option in order to reach more consumers, I believe you get what you pay for. And with Stewart, you know you are getting good quality that will last a lifetime.
As for her PR roll-out, I wish she used her TikTok more to her advantage. Giving WWD the exclusive was a powerful move and reached her target market well. However, as we know, TikTok's FYP shows content to many people in and outside of one's current following. Stewart posted a quick video on her TikTok and the same video to her Reels. She also created a Renggli TikTok page - but with no content. I believe a social media manager should have been taking video content over the last 18 months of development and teasing it on Stewart's account like Stewart does an OOTD, but she can't say where her top is from. And then, the social media manager should have made videos for Renggli to post today to announce what the line is all about and when it is dropping.
However, overall, I believe this is a great career move for Stewart, and I am looking forward to seeing content from her and Renggli in the future!
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