Ba&sh partners with dating app Bumble for international summer campaign

By

Nigel TAYLOR

Published
Jun 10, 2022

Premium French label Ba&sh is partnering with ‘women-first’ dating app Bumble for its summer 2022 campaign running in the US, France and the UK.

The company said that the “partnership is obvious: both the dating app and the ready-to-wear brand were founded by women, and they both focus on female empowerment and the development of self-esteem.

While Ba&sh emphasises sisterhood and the power of the female collective, Bumble has created a safe and serene meeting place for women. So the idea naturally arose: what if Ba&sh dressed Bumble users to boost their confidence before a first date?”

It’s part of a trend that sees brands going to the digital places where their likely customers are spending their time, in order to maximise their chances of reaching those customers. And in-app marketing is becoming increasingly popular for labels and retailers.

So, until 13 June, Bumble members are being invited to discover Ba&sh’s profile when using ‘date’ mode. By adding the profile to their favourites, they access a special discount on the season’s collection. 

And early on Thursday evening, the company also opened a Ba&sh x Bumble Power Room in the Elizabeth Street boutique in New York. There, a team of professional stylists, hairdressers and make-up artists were on hand for users of the app, “in preparation for the Bumble date they will attend afterwards”. 

The partnership was launched by fashion and lifestyle influencer Serena Goh, accompanied by her friends Léanne Ansar and Krystal Bick. 

Ba&sh founders Barbara Boccara and Sharon Krief said: “Dating, whether in love, friendship or business, is a key moment when women come together, seek each other’s advice... Nothing matters more than sisterhood, which is one of the cardinal values of our brand. Since we created Ba&sh, our desire to help women has given meaning to what we do. Our partnership with Bumble is part of that: we love the idea of strong women supporting and trusting each other.”