Gwyneth Paltrow did it. Reese Witherspoon did it. Ellen DeGeneres, too. Even Lauren Conrad and Blake Lively are in the game. Now Stephen Colbert is joining the ranks of celebs with their own brands, though it isn’t likely consumers will actually be able to get their hands on the products he is advertising.
On Thursday’s edition of The Late Show with Stephen Colbert, the man who took over David Letterman’s chair introduced Covetton House, a brand that “combines classic Southern living, the breezy charm of the English countryside, and whatever they had leftover at the prop warehouse.”
Covetton House features such products as an $895 handheld bison wallet “made by an actual bison,” a unique sofa “lovingly reclaimed from an artisanal curb in Brooklyn,” and “hand-touched” suede coasters for just $175. If that weren’t enough, the collection also features a parmesan absinthe candle
The topper to the whole sketch is the tagline to the ridiculously overpriced and overly pretentious “lifestyle” brand: “Want.” It doesn’t get more direct or succinct than that.
The brand-mocking Colbert’s personal brand is so strong there is no doubt CBS has fielded more than a few calls from actual brands seeking a way to actually purchase the Covetton House products advertised on Thursday. After all, his first week in late night put him in the No. 2 spot behind Jimmy Fallon.
A word of advice: Donate the revenue to charity and this could be one celeb brand that is a win-win for all. And please, tell us we’ve seen the last of actual celebrity lifestyle brands.