Cannabis Companies Are Taking Cues — and Employees — From the Fashion Industry

Author:Dhani MauPublish date:Feb 28, 2019Updated onFeb 28, 2019"The Hermès of Marijuana," read a 2017 headline in The New York Times Style section, referring to the brand Beboe, whose founders have also said that they aspire to become something akin to "the LVMH of cannabis." Brands in cannabis are being likened to those in fashion and beauty with curious frequency.

That could be one reason for another recent phenomenon — the overlap in workforce: Lately, fashion people have been jumping ship to work in cannabis instead. For instance, Beboe, which is likely the best-known cannabis brand among fashion crowds, employs a number of business-savvy professionals from that world.

Canndescent is another cannabis company positioning itself in the luxury space — with its orange packaging, it's also been dubbed the "Hermès of cannabis," uh-oh — that has been looking for fashion experience on prospective employees' resumés. The publicist I worked with for this story previously held roles at Tom Ford and Gucci, while the company's Chief Marketing Officer Jenna Habayeb previously held the same role at 7 For All Mankind, Splendid and Ella Moss.

With former fashion professionals at the table and a common near-evangelical mission to normalize cannabis consumption, these particular companies are, naturally, branding, marketing and selling products using tactics that are tried and true in the fashion and beauty industries. From a retail standpoint, Lewis and Schroeder confirm aesthetics are important, especially for a site like Fleur Marché, whose mission is to de-stigmatize CBD and present it in a way that speaks to women who might be trying it for the first time. Schroeder says she's noticed that branding of cannabis products is improving and called out Beboe as a brand that's getting it right. "The more you can make it feel like a chic accessory, the more accessible it gets," she says.

One way around this is putting out a product that does not itself contain THC, whether it's a CBD product or a vape pen battery , like Canndescent's Stylus, which Habayeb says is "opening up a lot more avenues for us to have a national conversation." "I think the Barneys project will open a lot of doors and shed a lot of hesitation that people have in embracing [cannabis]," says Campbell. "It's a bold move on their part and I'm really kind of grateful for their legal team for trusting us on this one."

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