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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