Streaming platform partners with fashion site on clothing line devoted to home entertainment
As COVID-19 means staying in is the new going out, new streaming platform, Binge, has partnered with The Iconic to launch a line of unisex luxe-loungewear under the ‘Inactivewear’ banner.
The crisis has seen people turn to binge watching in place of socialising, and the Foxtel-backed streaming platform’s research reported that half of TV viewers like to binge content in suitably comfortable leisurewear.
Binge CMO, Louise Crompton, said the Inactivewear range is about people upping a consumer's style game while they indulge in a bit of TV bingeing.
“We were inspired to create our own line of luxe-loungewear to help Bingers stream over 10,000 hours of the world’s best shows and movies in style,” Crompton said.
“The range caters for all ‘Bingers’. From the ‘lounge room fashionistas’ and the ‘skinny jeans resisters,’ to the ‘invitation decliners’ and the ‘indulgent couch recliners’. Put on your Inactivewear, switch your phone to silent and escape with unturnoffable drama, reality, lifestyle, comedy, movies and more at your fingertips,” she said.
The range includes 19 different pieces, from jumpers, hoodies and sweatshirts to tracksuit pants, shorts and socks. The Binge and Iconic partnership also sees local model Tahnee Atkinson as brand ambassador for the new line of limited edition loungewear.
Binge is a new ad-free streaming service from Foxtel which debuted in late May and is targeting younger customers. It's key foundation is Foxtel's deal with WarnerMedia to become the exclusive partner for HBO content in Australia.
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