Stephen Colbert made an astute observation about celebrity lifestyle brands on The Late Show on Thursday, Sept. 17, throwing jabs at big-name stars like Gwyneth Paltrow, Blake Lively, and Reese Witherspoon in a hilarious video.
The late-night funnyman kicked off his segment by commenting on the prevalence of lifestyle brands in Hollywood these days, citing companies like Paltrow’s Goop, Lively’s Preserve, and Witherspoon’s Draper James.
“Folks, I don’t wanna brag, but I’m a celebrity. That means I get a lot of perks. Like when Tim Cook was on this week, I got an Apple watch,” he told the audience. “But lately, I realized that even with all the trappings of fame, there’s more to life. There’s lifestyle.”
Colbert, 51, then noted that he and Alan Rickman have been missing the boat completely on these branding opportunities (“a $28 exfoliating mud bar — great if you’re the kind of person who takes a shower to get dirtier”), and so he announced his plans to remedy the situation — by introducing his own brand to the world.
“I’m launching my own personal, curate-able lifestyle brand tonight,” he said, segueing the bit into the funny clip debuting his new brand, Covetton House.
“Oh hi, I was just enjoying my lifestyle, like I do every day, here in my living woods,” Colbert says in the video, in which he is lounging on a luxurious cream-colored sofa in the middle of the woods, surrounded by antique lamps, vases, and books.
In the video, the late-night talk show host wears a bright blue blazer, khakis, and a red tie.
“As a celebrity, my life is filled with luxury items, hand-selected jewelry, and the illusion of free time,” he continues as he peers into an old-fashioned telescope.
Among the items Colbert is touting with Covetton House are a hand-touched suede coaster ($175 for each set of one coaster) and an $895 handheld bison wallet, made by an actual furry bison.
“Stop by Covetton House today, and treat you to some me,” he ends the promo clip. “In fact, I envy you, because unlike you, I never had a me to tell me what I like.”
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