Westman Atelier brings affiliate shopping to stores
Westman Atelier founder Gucci Westman is partnering with affiliate marketing giant ShopMy to bring their collaboration to the real world with a three-day pop-up event. The event, timed to New York Fashion Week, will allow consumers to shop picks from Westman’s ShopMy recommendations and participate in a neighborhood walk led by pilates instructor Ashley Patten.
According to ShopMy president and co-founder Tiffany Lopinsky, “The people who are the best at selling are the people who aren’t trying to sell.” Westman has worked with ShopMy since its launch in 2020, with her shopping picks offering credibility to the emerging platform, which has since earned a $1.5 billion valuation.
Affiliate Shopping IRL
The pop-up event will feature Westman’s shopping picks, including the weighted Omorpho G-Vest and Leset’s $78 T-shirts. Consumers will also be able to get shade matched with Westman Atelier’s new Suprême Bio-Complex Liquid Foundation. The event is an “experiment” for ShopMy to interact with shoppers in an IRL context, according to Lopinsky.
Westman said, “People do often ask about my clothing and things like that. Working with ShopMy is a way for me to acknowledge that interest. I like the fact that Westman Atelier feels very much like a lifestyle brand.”
Adopting Micro-Influencers
For ShopMy, the event is part of its efforts to push shopping recommendations outside of traditional influencer channels. They are focusing on micro-influencers as a powerful selling agent, with even casual users able to earn a commission from sharing affiliate links within their group chats. Lopinsky said, “Word of mouth is the most powerful thing. So many people who have smaller followings move a lot of product, especially product at a high price point….”
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According to data from Emarketer, U.S. affiliate spending is projected to reach $13.81 billion in 2026. Affiliate networks are in an arms race to find new ways to reach consumers, with LTK partnering with Sports Illustrated to make its Sports Illustrated Swimsuit edition into shoppable content.
A Social Shopping Experience
The event, hosted in the trendy Nolita neighborhood, has ample competition when it comes to drawing in the crowds. However, Westman hopes the event’s mix of wellness and shopping activities will help it attract the brand’s loyal consumers, who have reportedly helped it reach $100 million in annual net revenue. Roughly 100 people signed up in advance for each of the three sessions.
Westman said, “Whenever I go to something, I want to walk away feeling like I had either good conversations or some form of memorable experience. It doesn’t have to be huge. But it’s so difficult to impress people today, and everyone is so busy. Nobody wants to do anything really where it requires too much effort, you know.”
The success of this event could inspire ShopMy to think about long-term collaborations with brands on similar events or even its own retail concept, according to Lopinsky. The affiliate marketing environment is changing, and it will be interesting to see how ShopMy and other platforms adapt to changing consumer behaviors and preferences.
They will need to find ways to engage consumers and provide them with unique experiences. This could involve hosting more events like the pop-up shop or creating new content that showcases products in a compelling way.
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The event’s focus on wellness and shopping activities is a key part of its appeal. By offering consumers a chance to participate in a neighborhood walk and get shade matched with Westman Atelier’s new foundation, the event provides a unique experience that goes beyond traditional shopping.
The success of the event will depend on its ability to attract and engage consumers. With roughly 100 people signed up in advance for each of the three sessions, it seems that the event is off to a strong start.
As the affiliate marketing environment continues to evolve, companies like ShopMy will need to stay ahead of the curve. This means finding new ways to reach consumers and provide them with unique experiences that set them apart from the competition.
It is clear that Westman and ShopMy are committed to creating a unique and engaging experience for consumers. The event’s focus on wellness and shopping activities, combined with its interactive elements, makes it a compelling offering in a crowded market.
The future of affiliate marketing will depend on companies’ ability to adapt to changing consumer behaviors and preferences. By hosting events like the pop-up shop and creating new content that showcases products in a compelling way, companies like ShopMy can stay ahead of the curve and provide consumers with unique experiences that drive engagement and sales.
