I can be cynical. A lot of times, it feels lazy in that it feels transactional. It's like an influencer designed this capsule collection with a jewellery designer, it's just an-- To me it feels like, "Oh, this is another way to get--" Look, it makes sense for the brand. They're leaning on this influencer's brand equity. They're also stroking your ego and saying, "Hey, do you want to design this thing with us?"

That said, like Blair Eadie's line, it's great and it's very deep. There's a lot of product in there. That looked great, obviously. Something Navy's Nordstrom line did. It did incredibly well and she had four million dollars in the first day of sales, which is bonkers and completely unheard of. It can make sense. It's another way to make money, which is awesome, but as an influencer, I would be patient. If you want to design product, first understand what kind of product do you want to design, and then think about the best way to do that. Just because some random company, sock company, comes up to you and says, "Do you want to do a collab on socks?" It doesn't mean you have to do it.

Every new physical product you launch dilutes your brand a little bit more. You only get so many times where you can tell people, "I'm doing this collaboration with this brand. I'm doing a collaboration with this brand, this brand." If you want to design physical product, if that is something that you want to cash your influence in and do, I would be very considered and slow about how I did it, who I did that with, and what my end call is.

Look, if your goal is just to make some money, I guess you can do something pretty simple, go show that product, make the money, walk away. If you want to build a line, if you want to be a fashion designer and that's the path you want to take out of being an influencer and moving into design, I don't think doing cheap not-super-well-thought-out collaborations is a good way to get there. Step back, take your time, and make sure when you do it, you actually do it right.

Make sure you want to be involved in the process. Who do I see doing a good job with this? I wrote something to BrandZ recently about The Rock. He did this line with Under Armour. What I liked is when it launched they went back and showed all these stories of them working together on this thing. When they laid out everything that they were doing,-- If you're going to launch a product, make sure that you're super involved and make sure that you document it. Even if you can't publish in real time, document it in a way that you can show your followers that you actually really cared about it.

When I see a lot of these things, I think they had to know they really didn't have a lot of say in this. That the brand sent them some designs, they okayed them and said, "Tweak this, tweak that," and it was done. I as a consumer, I would want to see you in there. I would want to see you working on it. I would want to see the journey of how you got there. That can add some authenticity and make it feel really real and make it feel like you're super passionate about it.

That's the other thing, it's like selling products that is really hard, you have to be really, really, really passionate about it. This product has to be bigger than you like Fohr is a bigger deal than I am. I'm in service of this company in a lot of ways, and I would do whatever it takes to add to the success of Fohr and what is happening here. Anything that you do, it needs to feel like that. It needs to feel like so much bigger and more important than a sponsored post. You have to talk about it all the time, it has to become a huge part of your life. If all those things are true, go for it. Send me a link, maybe I'll buy it.