The Fall and Fall of Daya by Zendaya (& Law Roach)
Zendaya is one of the biggest celebrities in the world today, so why did her fashion line Daya by Zendaya (previously called Sole of Daya) fail right from the get go? It had good celebrity endorsement, good production, good margins from said production. But really, honestly, I think the failure of this brand was set from the beginning due to timing. Frankly, because her celebrity status was in a state of transition, it was just unfortunately timed to capitalise on how she was perceived by fans. If the brand was launched today, especially if it was still designed by Law Roach, I don't personally believe they would have seen the difficulty in finding appropriate stockists in the way that they did. Simply, back in 2015, they banked too much on a fanbase that wasn't quite there yet and as a result lost out. Fortunately because of the way the production was set up in the license, it doesn't seem it was too much of a financial risk, but it's still a shame to see a brand with so much potential fade into the shell it is today.
Photos in this video are from Getty Images under their editorial terms used for non-commercial websites, blogs and social media posts illustrating matters of public interest.
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There isn't much marketing for it, I've never heard about this brand
Me neither
I think they really tried its just Z didnt have the audience she has now
Litr same
Can you do Abbey Dawn by Avril Lavigne @@understitchYT?
@@mmc1227 oh Ive never heard of it, Ill look it up 🥰
I love her but I don't think she could ever head a succesful brand : the problem is that Zendaya doesn't have her own specific style. She's just the perfect muse/blank canvas for designers and stylists. She has no theme to lead with. 🤔
💯💯💯
Completely agree
I really don't mean it in a bad way. She's undoubtedly the best dressed celebrity out there at the moment
Agree
True 💯
I think the issue is that Zendaya dresses like a work of art, beautiful to look at, fun to follow, but that's not her style. She dresses for events and movies switching what she wears for all of them and it is fantastic but not something that people can or want to imitate or buy, while her casual personal style is extremly casual sweats and tshirts, very valid outfits but also something we all wear so why buy it from her? So having a brand like this just...doesn't work. For it to work it needs to be someone with a clear personal style, that it's simple yet cool or beautiful enough to inspire people to dress like them.
I think back before it looked a bit like she was trying to monetise on that dancer-brand that Disney had her push. She talks in that Vogue interview very specifically how it relates to dancers and tbf that was exactly the aesthetic she wore on and off screen (casually) at that time, it just is very very different to how we see her now
You're right! I don't like Kim K or her family but Skims as a brand makes sense. I bought one of her shape wear items and i have mom boobs (fun!) and in her shape wear I don't have to wear a bra... that is MAJOR for someone who's very insecure about her breasts. Again, Kim isn't my favorite but she is doing a great job with Skims imo
Never heard of it at all. Thats so disappointing because Zendaya as something of a prominent figure in fashion, further bolstered by her relationship with Law Roach. A sad swing and a miss I'm really hoping she'll pick this up again in the near future when things wind down
I mean, it happens right? Sometimes you have to fall in order to fly
Could you please consider the rise and fall of L.A.M.B, I no longer hear Gwen Stefani advertising anything other than her cosmetics brand. Nice video. I have never heard of Zandayas brand.
I second that and would add on her Harajuku Lovers brand as well.
I get a lot of requests to do lamb, I really should 😅
I genuinely forgot this brand exists I mean a fashion brand from zendaya now would survive
Oh you knew it?? I think she could maybe try again, but shed risk far more by releasing a brand today
@@understitchYT yes I knew about this brand couldn’t afford though lol hard times. If she was to release now with looks inspired by her style now she would definitely be off to a great start. She should start under a known fashion house though.
Do you have a number that I can call you
What do you want to do with me
Give me your address so I can come to you
I never heard of this brand.
I don’t think most people have
You said someone likes me so who is this person
If this person likes me they can call me on the phone
the trouble they could have avoided if she had done a collab with forever21 or zara first
She definitely did not have the star power for that at that point, target at best
What a shame. In my opinion she’s one of the few celebrities that still brings glamour to fashion. She was barely old enough to buy a beer when the launch occurred. I wish she had had better advisors around her at that time, but maybe she can do a more mature launch later in her life, a la the Olsen twins. Or perhaps she will be contented with being an incredible fashion ambassador, serving looks to the world without getting back into the mess of making product or attaching your name to it.
For sure. She is a very different celebrity now than who she was back then, but I really dont think it was a bad plan for her to try. There was no guarantee her career would pick up after disney channel, so for who she was then it wasnt a bad plan, its just in hindsight knowing who she became that it looks lacklustre
I think she should partner with Law Roach for a subscription based outfit service company like stitch or Newly. They could recreate her red carpet looks as one part of it as well. That would align really well with Law's passion for sustainable fashion. They could even offer the items she's worn as a more premium tier. That would absolutely be a hit. Launching it during a press tour would be good timing.
I think its not a bad idea, but I think subscription clothing services have been having a hard time recently. There was that recent article that explained that most are running at a loss
I think it would work better for Zendaya if she does limited collabs with fashion houses and retail brands instead to build up enough credibility and experiences. Celebrities like the Olsen twins, Rihanna, Chole sevigny and Dua lipa have done a great job at doing before launching into legit fashion brands on their own (in case of the Olsens, Rihanna and Chole)
I think thats possible for her now, but I doubt she had the clout back in her dianey days to really get those collabs
@@understitchYTtrue I think back in that time she should’ve continued modeling for big brands while still trying to adapt and create her own signature style that would become more trendsetting and trademark to her through the eyes of the general public and fashion industry. By the time she’s gotten her clout from euphoria and the dune movies she could start expanding into doing collabs and limited edition collections with other brands
It seems like this was no more than a vanity project by Zendaya.
I don’t necessarily know if it was a vanity project, more just like trying to capitalise on her current fan base to secure her a financial future just considering there was no guarantee that her career would continue at that point. Just to remember at that time she was coming out of Disney and many actors coming out of Disney don’t have a career enough to make a fashion brand afterwards, it makes sense to get the bag that you can if you have the opportunity
Wow. This is my first time ever hearing the brand name and so far nothing stands out for me.
Its a shame knowing what Z became, but its good that they tried
Love your videos. Hoping for LAMB video (and Harajuku Girls) since you mention it so much! Also Tokidoki!
Lots of requests for Lamb, I really should do it 😅 also thank you for commenting so much both here and on underskin, youre really appreciated 🤍
@@understitchYT this is my new channel obession! I love learning about fashion and makeup and anything related to visuals or entertainment.
Thank you for your research. I vaguely remember hearing about this brand but never actually saw any of the products.
That might be because they didn’t really have many stockists and the ones they did barely stocked 🤷
Thanks for the video!! I didn't know zendaya had a brand. I would love to watch a video on L.A.M.B by Gwen Stefani also, since I knew when she started the brand but never heard from it again. Thanks so much for your videos I learn everytime ❤❤❤
I really should do lamb, I get so many requests for it 😅
All of these shoes are so tasteless, I wouldn't buy them even in 2015
They were all quite generic, yeah
I’m hoping that everyone who sees your video will be objective and no Zendaya stan will attack you. You’ve done your research and are just telling the truth.
Theres no intended negativity towards either Z or Law, very big fan of them both. This was at a totally different time when she had a totally different fan base. Hopefully everyone is aware people change and we should all have room to grow (and in Z’s case flourish beautifully)
@@understitchYT .......i think that she should do a TOM FORD...and sell LUXURY SCENTS....she is admired by legions of people all over the world young and old and i think she could do well in the world of FRAGRANCE....she is the VERY RARE combination of being very YOUNG....SWEET...but also very GLAMOROUS..and at turns be very SOPHISTICATED....and NEVER VULGAR....THAT SELLS....she would do very well with the ESTEE LAUDER conglomerate....they are the BEST...in the business of MASS UPSCALE SCENTS...and they know how to do INSANELY GLAM AD CAMPAIGNS..
Great video. It’s a real shame that for such a true fashion icon, her brand is so disingenuous. Hoping that changes in the future 🤞
It wasnt really disingenuous to her *then* though. The way they tried to get it in for dancers really fit with the disney branding she was known for, its just she elevated since so now it seems really off brand
@@understitchYT very good point you raise. The meteoric sartorial rise of Z couldn’t keep up.
Your discourse is the most crucial critique this industry has ever had. Thank you! p.s. this is the best marketing material ever.
Oh wow thank you so much, what an enormous compliment
I didn’t even know this was a thing
As long as you liked the video 🥰
Because Zendaya's overall fashion creds are mostly manufactured. No one really saw her as a 'fashion' icon. Vogue tried pushing her and tried to help in that direction but there really werent any strong groundd to build from.
Shes incredible at adopting aesthetics though, thats really a talent not a skill and its not that common. Maybe its an actress thing, but its very valuable to these brands
I FEEL LIKE IT WASNT THERIGHT TIME. HER FASHION CLOUT NOW BRINGS IN CASH
For sure now she has enough clout to do something like this, although today you would expect her now to have something a bit more legitimate than what this was
@@understitchYT yeah definitely i feel this was a practice run but eventually she will.
Law and Zendaya haven’t even begun their fashion journey. I can wait to see how they evolve . I wouldn’t right them off yet ❤❤❤❤
I’m literally so excited to see what they come up within the future, I really love them together
Thank you 👍👍👍
Thaank you 🤍
i love zendaya and have never heard of this 😂
Me too 😭
I’m also a massive fan, that’s pretty much the only reason I knew about it
I randomly thrifted a bodysuit from her clothing line and was surprised at the quality. It’s not bad tbh. I do vaguely remember an interview where they had a shoe cam so she could talk about her shoes, but I kinda forgot about the shoes until this video.
Oh thats great to hear its good quality, it was so hard to find anything about the quality online
Can you please do LVHM vs Hermes? There was some drama between them at one point.
OH MY GOD YES
They tried to buy them out, a hostile takeover, it was not nice. I think it would make for a brilliant video
@@understitchYT I can't stand Bernard Arnault. Would love a video on LVHM vs Hermes
Can u please do an analysis on Adrienne Bailon business ventures la voute and xixi. She’s one of my favourite celebrities and they seem very promising especially la voute, would really love to get your take on it. Im an avid watcher of your channels and really appreciate your videos so thank you❤
That’s a good one!
I didn’t know about either of these i’ll definitely have a look into them and if there’s enough interest for a video 🤍
i remember this!! and i completely forgot about it too 🤣 it was a great opportunity for her to try but now that she has more years experience in fashion and business, im hopeful that if she tries again, it may be successful. i loveddd her zendaya x tommy hilfiger collab in 2019 so i have no doubt it can definitely work. also she was a completely different celeb back then, with her personal style adhering to whatever was trendy back then - very urban & she loved swag (her fandom name was zswaggers loll). im interested to see what she will do if they ever return or even if she doesnt & is happy being a great fashion ambassador too. although i think zendaya and law have tooo much ambition to not try again so fingers crossed!
I have never heard of zswaggers and Im rolling! That feels so very 2010s now in hindsight 🤣🤣
Hey mame could you elobrate you conduct your researches are they same for every video or do you use different methods, just like it I wanna use it on my company research before doing decision.
They are really different dependign on the video, sorry. Sometimes its trademarks, sometimes books, sometimes newspapers, it changes a lot based on the subject
I never heard of this brand
And now you have 🤗
Its so interesting to see the styling and outfits she's pulling off being so recognised and worshipped, yet the brand didn't get off the ground. I would predict there will be a new project on the horizon at some point
This was faaaaar before she was known for fashion though. With that context I think it makes sense
Yeah I guess just a little bit too early then!!
@@thelxwedown thats my thoughts yeah. I think theyd do much better now
Not the fall and fall 😂 no rise at all?
I mean, I didnt see one 😶🌫️
@@understitchYT the fall and fall, and potential resurrection of d by z (thanks to u,! duh).
Never heard of it!
It was so under the radar
omg i remember ordering jeans from the brand and got refunded for them a few months later lol
Oops hahaha I guess you were a bit late
It;s crazy I did not know she has a brand
How do you feel now you know?
Hearing you say “Daya by Zendaya” rings a bell, I’m not gonna lie…
🔔
She should've followed through with phasing out the company. Hot on the heels of her increase of fame, she was trying to go strong with it, when it's a full process of time to fade out and stop altogether. Manufacturing and it's processing doesn't just stop at a snap.
Its probably not really up to her. Likely she just doesnt have that power
I didnt even know about this brand?!
I think most people are surprised by it 😅
It took me a while to catch on to the meaning of “stockist.” 🤦♀️
Oh Im sorry
@@understitchYT You are always so good at breaking things down for us. I really enjoy your videos. Thank you for all of the work you clearly put into them. ✨
If she had custom designs with her input and Law’s input, I would be in, but if it’s just repackaged catalog items, meh. Her style is so unique and she always looks incredible, why would I want to buy basics from her? If I’m wearing something designed by Law Roach and Zendaya, I want it to actually be designed by them and I want it to look like it. That said, I wouldn’t have considered her a fashion icon at the time this was created, she was still giving shake it up. I think both she and her audience are much better suited for this endeavor right now.
I agree her current audience is much better for a fashion attempt. My guess is back then it was about risk assessment. Small changes on existing garments are far cheaper, with the small fanbase she had then, it was probably a needed thing to reduce losses just in case it failed (which it kind of did so probably for the best)
Daya by Zendaya and La Roach was amazing. And the brand doesn’t exist anymore. It kind of fell apart when the shipping company they used were fulfilling orders. It’s a shame cause it was great brand with great quality.
Did you try it? Someone else said it was surprisingly good quality too
Never heard of this project lol
Well, now you have
Quite simple she is not a designer, she has a good eye for choosing clothes to wear.
Or at least Law has a good eye for choosing what to wear 😶🌫️
A lot of you don’t hear about it because it’s from when she was on Disney and I think she’s just still signed to it. Like I wanted a jacket as a 15-17 yr old. I’m 25 now 😅
I just keep thinking about that one YT video about how RuPaul was obsessed with Shake It Up and how I wonder if he knew about the brand hahah
Law Roach is the new Nicola Formichetti, moving from 'stylist' to just trying to shock regardless of anything else.
I wouldnt be mad at seeing Laws take on a brand though. Formichetti was really great at Diesel
Zendaya and Law need to make a brand again now that everyone knows of their fashion. It would blow up. But it would need to have a specific style, maybe glamour clothing?
If only there was more money in clothing, I think we would see more celeb fashion lines, but its so stupidly hard to turn a profit in fashion without sunglasses or perfumes
Both Zendaya and Law said that the line was never meant to last and was created to show that she was a viable brand ambassador and specifically because of conversations with Hilfiger on her ability to sell clothes. The success of her brand secured her collaboration with him less than a year after launch.
Makes sense it wasn’t meant to last, but the tommy hilfiger collab was in 2019, four years after they attempted to launch Daya. It was not successful at proving she could front a brand, but the TH collection was
I honestly don’t think Zendaya can pull off a fashion brand, although, it makes sense she doesn’t strike me as a creative in fashion. Can she rock fashion? Of course but I think because she’s so self-involved in her own look it doesn’t lend for her to be involved in others. I don’t think that’s negative tho. She can be a fashionista and not fashion designer and that’s okay.
I think if she released an accessories or jewellery line today it could go well. She has a more established fanbase and perception now
this is the first time I've heard about Zendaya having a fashion brand?
I mean it still exists technically 🤷
Pls can u do for damelio footwear next
She has a brand?!
She just doesn't do it for me and I'm surprised she had/has a fashion brand.
I think she'd be more successful at releasing one today tbh
What about her Tommy hilfinger 70s collaboration ?
The video is about the Daya brand, not about Zendaya the person
Oh thank you for the clarification. I love Zendaya and I hope her gamble to use fashion to gain box office success works. Her use of fashion has been quite interesting to watch
Zendaya doesn’t have great personal style… in her normal life she looks avg… she’s more red carpet style as opposed to everyday/street fashion like Rihanna
I think thats not a bad summary actually. But I still think it it released today it’d do well
Do we know how her Tommy Hilfiger collaboration sold? I know it was a massive publicity success.
Im not sure tbh, I was looking more specifically at this brand this time
I think Zendaya just wants to be an actress. She's a beautiful girl, can sing & dance. Law has turned her into a fashion icon, and fans view her as a multitalented queen. However, I think her passion is acting and that's it. Hence why her other projects either never took off or didn't last long.
I think she just wanted to be famous tbh. Shes a talented actress, singer, dancer, she just found her footing in acting
A shame. She has great style now. Fashion brands need a good team behind it. Jessica Simpson left music and film to just stay in Fashion.
Yeah I agree, I think it'd do better today
This is the first time im hearing about this
She just wasnt as famous back then. Seems a lifetime ago now
I bought from this brand I loved the sweatpants!
Omg were they good?
This does not surprise me at all. She's a really good actress, and his styling work is superb. BUT there are actually significant differences between being a stylist, a costume designer, and a true fashion designer. All of them can be very hard work, the skill sets do not necessarily overlap, the business math is different in each area, the timings are COMPLETELY different, and being good at one definitely does not make you competent at another. Being a successful actress, even a REALLY good one, doesn't mean you will be good at any of the above; you are always being dressed by other people who are...much better at it. The business partners must be chosen EXTREMELY carefully, well vetted, and it is sometimes the back office end who causes a downfall. Be ohhhh so cautious when aligning your design dreams with the actual people who will make and distribute your stuff. Better yet, unless you are an insanely driven, passionate designer who would rather die than do anything else, just dont do a line of fashion. Be a stylist. Or learn the ins and outs of actual costume design (which is, imho, harder and much more technical). Fashion will break your heart, your health, and your bank account if you dont know what you are doing (and even if you do.)
Wait it is still in business?
YES! Can you believe it?!
Her collab with Boohoo and Tommy Hilfiger was a success tho
Yes but thats not through this brand
I don’t understand the whole “distancing from childhood fame” thing. Isn’t that simply “growing up?”
Sure, but for celebrities it takes a whole campaign
What is this?
im crying why no one gave af 😭😭😭
She just wasn’t famous back then in the same way, I don’t know of any other Disney Channel star that had a successful clothing brand towards that market
Centella (Spanish word)
I'm here
Love to see ya
This is so messy I had no idea they still existed
Right? I was surprised to see they were still going too
I refuse to believe this. Zendaya has never failed. The Chris Brown collab is a myth. *Puts fingers in ears and starts singing lalala*
Hahahahaa
Law Roach seems a bit chaotic, I’ll blame him for this mess until I hear otherwise.
I don’t really think either of them had much choice tbh, if it was them just choosing from already pre-existing stock, they probably did as good as they could
she has a brand?
I mean, I guess it’s still going so yeah
@@understitchYT i used to be obsessed with watching kc undercover and shake it up and i never knew that she had a brand
Okay
👌
Love
Thank you 🥰
Sorry but i had a very bad experience in celebrity brand clothing never again😂
Theyre hard to trust these days for sure
Fall and….ooops fell again…SAVAGE. I love ZenDAYA though.
I love her too 🥰
@@understitchYT I love you TOO. Learning so much! Is that your voice or AI?
@@megabugginout haha it's definitely my voice, I do all the filming, researching, editing, thumbnails etc all myself
😮 Zendaya had a brand?
I mean, its still going 🤷
@@understitchYT It's not famous in France. I didn't know about it at all
@@polyglottria oh its not famous anywhere 🤣🤣 its ‘still going’ if you get me 🤣🤣
9:20
I don’t even know who this is and what is this person famous for 😂
Oh shes an actress, and a darned good one at that
I don't know who you are so that's why I said I'll meet you at a public place
Huh?
I agree with the previous commenter. Zendaya is more of a fashion model than a fashion icon. I've seen several celebrities, like Jennie Kim, wear stylish clothing that isn't necessarily from her stylist.
Jennie’s style is all from her stylists Im afraid. While Zendaya doesnt use a stylist all the time, Jennie does, its usually written into their kpop contracts actually and often the company chooses the stylist too, so its even less the k-celebs style by comparison 🤷 (and their stylists arent always credited too)
@@understitchYT I don’t believe that is necessarily true. It is true that stylist will give the idols such clothing/ items but these things are optional when it comes to the Idols. Idols will pick out what they want most of the time, well mainly for Jennie case. There are plenty photos of them just wearing uncoordinated outfits outside alone without the stylist being there.
Could you discuss the trajectory of CELINE or explore the rise and fall of music industry companies? While this is a fashion-focused channel, I would love to see the trajectory of those music companies
I keep wanting to start a music channel, but I just can’t work more than I am currently, Id lose my mind
Zendaya is not a fashion icon. She gets dressed by stylists.
Sure, but so are most celebrities, we cant just have noone
@@understitchYT, they don’t have to be (Hollywood) celebrities. 😅