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Luxury Cannabis Brand Riffs on Iconic Women-Centric Ads to Make a 4/20 Splash

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Heyman—who founded both Edie Parker, a premium handbag maker and its cannabis and smoking accessories offshoot—had been waiting for the right time to bring the concept into the modern era. She smokes flower. The Edie Parker brand was early to capitalize on that trend, catering to an upscale female audience by putting canna-friendly features like built-in lighters and stash pockets in its signature purses. And since kicking off Flower by Edie Parker in , Heyman has melded the two lines together, merchandising her products like hand-blown glass bongs, one-hitter necklaces, blunt tips, table lighters and rolling trays with the flagship clutches and bags at retail. The models are posing with twin packs of pre-rolls called Best Buds, which launched from Flower by Edie Parker last fall in Massachusetts and Illinois via a deal with Ascend Wellness. But beyond that product placement, Heyman wants the work to have a halo effect over the entire brand, which has non-flower accouterments available nationally through a dedicated website, Urban Outfitters, indie boutiques and dispensaries run by Cresco Labs , Insa , Curaleaf and others. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity. The brand, dubbed 'the Coco Chanel of cannabis,' debuts its largest marketing effort to date. Flower by Edie Parker.

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