☕ Faerie tale
Why Knix brought A Court of Thorns and Roses to life.
Marketing Brew <[email protected]>
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Morning Brew promotes a partnership between intimates brand Knix and the licensing company of the popular book series A Court of Thorns and Roses, featuring a line of character- and setting-inspired lingerie and apparel. The brand is tapping into the series' large fandom ahead of the release of the sixth book. Knix is venturing into new lingerie silhouettes with this collaboration.
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593 words · about 2 min to read
November 02, 2026
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Sponsor Logo: PwC
It’s Monday. The delivery giant DoorDash is buying Instacart for $17 billion—which is probably just about equal to the amount we all spent getting Taco Bell delivered through the app this year.
In today’s edition:
Checked in at checkout 📲
The thick of it 🧷
—Jennimai Nguyen, Kristina Monllos, Andrew Adam Newman
BRAND STRATEGY
In your court
A split graphic of a blonde woman lounging on a chaise wearing a pink high-slit dress and a set of Knix underwear
Morning Brew, Inc., Photos: Knix
Fae fans may not be able to visit Velaris, but they can now dress like a local.
Ahead of the hotly anticipated release of the sixth book in the wildly popular romantasy series A Court of Thorns and Roses (ACOTAR), intimates brand Knix partnered with the series’ licensing company IMG to release a line of character- and setting-inspired lingerie and other intimate apparel—fitting for a story loaded with steamy scenes and faerie relationships.
The partnership offered a chance for Knix to venture into the new lingerie silhouettes, marking a first for a brand that has been up until this point most known for leakproof underwear, Cyntia Leo, CMO at Knix, told us.
Knix is not the only brand tapping into the ferocious fandom behind the faerie romance series (more than 100 million English-language copies of series author Sarah J. Maas’s books have been sold around the world). Target released a merch line earlier in October, including book-inspired tumblers and jewelry, and fragrance brand Fine’ry rereleased existing scents with ACOTAR-themed packaging. But with great fandom comes great responsibility, and the team behind Knix’s partnership felt they had to deliver.
“We know that the ACOTAR community knows those books inside out and are incredibly enthralled in the world,” Leo said. “It was a bit of pressure to make sure we got it right, and it was so important for us to make sure that we got every single detail right.”
For more on how the partnership started—and the employee task force made up of ACOTAR fans that helped approve designs—continue reading here.—JN
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Sponsored By PwC
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SOCIAL & INFLUENCERS
What am I watching?
Screenshots from BelliWelli's TikTok showing skits of actors fighting over containers of BelliWelli fiber.
Morning Brew, Inc., Screenshots via @belliwellihealth/TikTok
What if your product was so beloved that customers would fight over it?
That’s the foundational concept for many of the online skits that BelliWelli CEO and co-founder Katie Wilson produces for the fiber supplement brand.
The videos feature captions like “Watch her have a MELTDOWN at Walmart”; “Watch her SNAP at Walmart today”; and “She was SO rude to him,” which seem designed to get viewers on social media to stop scrolling and pay attention to the brand’s short-form content. On TikTok, the brand has 1.1 million followers; it has 318,000 followers on Instagram and 44,000 followers on Facebook.
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