QVC has unveiled an exclusive apparel collection with fashion designer and social media influencer Carla Rockmore, targeting the growing market of women over 50. 

The collection, which launches November 1, features prices ranging from $49 to $115 and includes sizing from XXS to 5X.

Rockmore, known to her social media followers as the “Real Life Carrie Bradshaw,” has been a designer for 30 years. The collection celebrates bold colors, patterns, and adaptable pieces that integrate with existing wardrobes.

The launch aligns with QVC’s Age of Possibility campaign, which focuses on women over 50, a demographic showing significant market potential. According to Statista, Gen X leads women’s clothing spending, averaging $999 annually in 2022. AARP projects the population of women over 50 will increase by 70% by 2050.

“[Carla’s] signature playful approach to fashion and celebration of self-expression inspires women over 50 to embrace their individuality and experiment with style, blending bold statement pieces with existing wardrobes,” said Rachel Ungaro, GMM and VP of Fashion Merchandising at QVC, in a news release. 

Ungaro highlighted Carla’s creativity, social media presence, and viral two-story closet in Dallas, making her “a standout figure in the fashion industry.”

The launch includes a multi-platform marketing strategy. Rockmore will take over QVC’s Instagram and host a live stream with makeup artist Mally Roncal on QVC’s linear TV network, simultaneously streaming on QVC’s website. The company plans to distribute segment clips across both QVC’s and Rockmore’s social channels and detailed product demonstrations on individual product pages.

Rockmore’s collection joins QVC’s recent collaborations with prominent figures over 50, including Nicole Miller, Jennie Garth, and Stacy London.

The collection debuts during a challenging period for QVC’s parent company, Qurate Retail Group. Q2 2024 earnings showed revenue of $2.4 billion, representing a 9% decrease from the previous year, with QVC International’s revenue declining by 5%.

According to a recent Traackr report, fashion brands are increasingly partnering with larger influencers in 2024. While the overall number of fashion-related posts decreased by 17% year-over-year, the estimated impressions for sponsored content increased by 21%.