Velveeta may not be the prettiest product to consume, but that doesn’t mean it can’t be fashionable.
This month, Velveeta is embracing the drip, a remnant of the liquidy cheese product that may remain on a person’s lip, as a fashion statement, creating a 14-karat “Drip Lip Cuff.” The fashion accessory is the latest in a line of products to branch outside of its traditional food lane under the brand platform, “La Dolce Velveeta.”
“In fashion, ‘drip’ is often used to describe someone who oozes style, swagger, and cool, and with 2024 jewelry trend reports predicting liquified shapes and face jewelry will be all the rage this year, the “drip” has never been more literal,” said Stephanie Vance, brand manager at Velveeta. “Given the synergies between ‘drip’ and Velveeta, it was only natural we create the ultimate, ‘drippy’ piece of jewelry for exactly where you’d find our indulgent, creamy cheese – on your lips.”
To create the piece, the brand collaborated with jewelry designer George Khalife (a.k.a. George the Jeweler), who has crafted custom pieces for a number of A-list celebrities. In a statement, Khalife said he has “been a fan of Velveeta’s unexpected collaborations over the last few years.” The cuff will be available through Khalife’s website for $77 while supplies last.
“[George] not only understands our brand, but his brand also embodies the bold, unapologetic, accessible and confident luxury of the ‘La Dolce Velveeta’ lifestyle and he has a great pulse on what is buzzing trends-wise and in pop culture,” Vance said.
Over the past few years, Velveeta has branched out beyond the food aisle to attract fans who want to “experience unbridled enjoyment through non-foot experiences,” Vance said. Among those ventures have been a cheese-scented nail polish and a Velveeta martini. Vance said the lip cuff is just the latest step along those lines.
Our strategy is grounded in showing up in unexpected ways we know they’ll enjoy, Vance said. “[Previous ventures] were reflections of their interests and allowed us to connect with them through new avenues. The fashion and jewelry space felt like a natural next step.”
