Emma Chamberlain’s Debut Fashion Line, ‘High Key’, Sells Out Sight Unseen In 2 Hours

Rapidly ascendant YouTube star Emma Chamberlain, who just signed with leading talent agency UTA, has unveiled her very first fashion and accessories line: High Key By Emma Chamberlain.

The collection, complete with bold colors that speak to Chamberlain’s outsized personality, marks an exclusive collaboration with Gen Z-aimed social and shopping app Dote. A secret online storefront was launched on July 17, where teasers on Chamberlain’s social platforms led fans to take quizzes in order to access pixelated product photography and scrambled descriptions — which fans could then order without knowing exactly what they were getting. In a testament to the 17-year-old’s massive popularity, however, the collection sold out sight unseen within just two hours, according to Dote.

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High Key’s first rollout comprised scrunchies ($6.50), tank tops ($28), denim jackets ($56), and fuzzy jackets ($64, pictured above). During the initial presale, products were only available in one size, though they are subsequently being restocked in sizes XS through XXL, AdWeek reports. New items will also be added to the collection, though select pieces — including the scrunchie — are limited edition.

“I want people to wear High Key and be excited to step out into the world feeling like the best version of themselves,” Chamberlain said in a statement. “My approach to fashion inspired the name — wearing unique clothes that I love, dressing without fear, and, of course, it gives nod to my unfiltered ways.”

Chamberlain hails from California and launched her burgeoning YouTube channel last year. She has already amassed 3.7 million subscribers — averaging 23 million monthly views and adding 300,000 subscribers every week. She also counts 3.3 million followers on Instagram. Four-year-old Dote vends 140 brands on its app, though its collaboration with Chamberlain marks its first private label endeavor.