NEW YORK – Williams-Sonoma brand West Elm is introducing a new ambassador program, called The Collective, to showcase its new product offerings and inspire customers through its network of content creators and industry leaders
The company said the program will debut with 20 insiders who are influential social media creatives as well as a monthly tastemaker – an industry authority from the fields of fashion, wellness, parenthood, home and lifestyle.
Both the insiders and the tastemakers will have their own curated West Elm shop page to share favorite original designs and product recommendations with their audiences and express their personal style for West Elm customers to discover.
Each month’s new tastemaker will lend their style to a shop page featuring a curated selection of new product introductions and photos that profile the talent alongside West Elm designs. West Elm’s roster of upcoming tastemakers includes Brother Vellies founder Aurora James, and fashion designers Misha Nonoo and Jonathan Saunders.
The insiders will receive early access to preview seasonal assortments, test new designs and be the first to learn about exciting West Elm partnership launches and brand promotions.
The Collective’s inaugural community of Insiders includes influencers such as Fariha Nasir, a self-taught DIY-er and interior decorator originally from Pakistan and now based in Houston, and Hoàng-Kim Cung, a former TV journalist who now serves as a Dallas-based lifestyle blogger and style expert.
In celebration of this program, West Elm will also roll out a guerilla-style ad campaign video, which uses its insiders to showcase the new West Elm product.
West Elm’s new summer collection pieces are sure to be spotlighted by both insiders and tastemakers.
These include relaxed bohemian style pieces such as the new Shelter Slipcover sofa, which retails starting at $2,099 and has deep seating and removable one-piece slipcover. The sofa features hand-built frames made with solid oak and engineered hardwood along with hand-finished upholstery.
The Savannah Rattan chair, which retails for $699, includes rattan woven around a metal frame that is covered in a natural finish and tied with rattan peel.
New outdoor pieces are made from all-weather, moisture-resistant materials and include the modular Portside outdoor sectional which retails for between $349 and $1,299. It includes a wire-brushed solid wood frame made with moisture-resistant solid mahogany and solid eucalyptus wood with a weathered finish along with yarn-dyed weather-resistant cushions and a back ledge for holding drinks.
The Porto outdoor swivel chair retails for between $1,099 and $2,198, and it includes a corded, wraparound seat back and a finished mahogany wood base with plush cushions which are covered in weather-resistant olefin fabric.