Interview: Martha Stewart Says She Enjoys ‘Baking’ With Snoop Dogg As She Discusses Latest 420-Fashion Collab
“As I reflect on my recent collaboration with Snoop, I realize I learn so much from him every time we work together. He’s taught me about music and business and always gives me a fresh perspective. We both help each other in that way,” says the world-famous media personality and businesswoman Martha Stewart during an exclusive interview. The conversation delves into her fun relationship with The Doggfather and their latest project in the smoking space, the Best Buds Bags, a venture in partnership with BIC EZ Reach Lighters that seamlessly blends functionality with high fashion.
Martha Stewart and Snoop Dogg‘s collaborations have become iconic in bringing together diverse worlds. Their joint endeavors began with the VH1 show “Martha & Snoop’s Potluck Dinner Party,” a unique cooking show that debuted in 2016. This show was a hit, showcasing their chemistry and contrasting styles. It featured a variety of celebrity guests and combined cooking with light-hearted, entertaining segments.
Their partnership then extended beyond the show, including various appearances and joint projects. They have since appeared together in a number of commercials (i.e. Skechers’ Super Bowl ads) and public events, often highlighting their unlikely but genuine friendship. Their collaborations often play on their contrasting personalities and backgrounds, as they also share a mutual respect and a sense of humor that resonates with wide and diverse audiences.
Their latest project in the world of fashion accessories is a natural progression of their dynamic partnership.
The Rise Of Functional Accessories
In this sense, it’s important to consider the broader context of the fashion industry. According to McKinsey’s “The State of Fashion 2024” report, the industry faces uncertainty, with subdued economic growth and weak consumer confidence globally. Despite these challenges, the report anticipates a global industry growth of 2% to 4% in 2024, varying across different regions and segments.
The report also shows that there’s a growing demand for technical outdoor clothing and “gorpcore” as consumers embrace healthier lifestyles. In 2024, more outdoor brands are expected to launch lifestyle collections, while lifestyle brands are incorporating technical elements into their collections, blurring the lines between functionality and style. This trend reflects a shift in consumer preferences, where practicality is as important as aesthetics in fashion choices.
This situates Stewart and Snoop Dogg’s project within the larger dynamics of the fashion industry, illustrating how their project aligns with global trends despite economic uncertainties. The trend towards functional accessories is a key part of the evolving fashion landscape, where consumers are looking for products that offer both style and practicality
“It’s no secret that Snoop and I need a lighter for many activities, so (…) when BIC approached us for this project, it was an easy yes. Why not make lighters a fashion statement together?” Stewart says.
Fashionable And Functional
Stewart recalls the inspiration behind the Best Buds Bags with a sense of accomplishment. “I wanted to create a fashion accessory… that was both fashionable and functional,” she explains. The bags were conceived as a fusion of Stewart’s minimalist chic style and the practicality of an everyday essential, the lighter.
The bags were also a prelude to Stewart’s upcoming BIC EZ Reach Lighters collection, which is expected to launch …