The technicolor world of Alice + Olivia now has a new shade of green in its rainbow through a partnership with luxury cannabis brand Kush Queen. The move into the CBD market for the womenswear label follows the recent launch of a cosmetics collection with Maybelline New York, expanding upon the brand’s commitment to beauty and self-care.

The New York-based fashion house is the latest lifestyle brand to put its stamp of approval on cannabis, which, since adult-use legalization in California, has collectively contributed to the wellness industry’s most significant new category in decades. Alice + Olivia founder, creative director, and CEO Stacey Bendet personally started using CBD products two years ago and discovered Kush Queen on her own.

“I have been in the business of empowering women through fashion since 2002,” says Bendet. “When learning about Kush Queen and Olivia [Alexander], I immediately saw the alignment of our brands with her empowerment of women through wellness. A partnership between the two brands became a natural and complimentary fit.”

– Read the entire article at Forbes.