TikTok megastar Charli D'Amelio officially launched her fashion brand 'Ramble' on Monday, debuting a 40-piece collection of streetwear-inspired basics priced between $35 and $150. The launch was accompanied by a massive social media campaign and a pop-up shop in Los Angeles that attracted hundreds of fans.
The collection emphasizes relaxed silhouettes and neutral tones, with standout pieces including oversized blazers, wide-leg trousers, and cropped hoodies made from organic cotton. D'Amelio, who has over 160 million TikTok followers, described the brand as 'clothes I actually want to wear every day' and emphasized its commitment to sustainable manufacturing.
Fashion critics offered mixed assessments. While some praised the quality and accessible pricing, others questioned whether the designs were distinctive enough to stand out in an increasingly crowded celebrity fashion market. Regardless, the initial launch sold out within four hours, generating an estimated $2.3 million in first-day revenue.
