- Country singer and actress Jana Kramer has teamed up with performance intimates brand EBY to launch "Wild & Free," a Western-inspired capsule collection featuring two wire-free silhouettes: the Relief Bra and the Sheer Bralette.
- The collection is rooted in Kramer's personal healing journey, translating her public narrative of letting go of pain, emotionally and physically, into a wearable campaign.
- EBY, backed by celebrity investors Sofia Vergara, Rosario Dawson, and Venus Williams, tapped Kramer as the face of its latest drop, marking her first partnership with the brand.
- Kramer was actively involved in the creative direction of the shoot and product colorway selection, bringing a hands-on approach to the collaboration.
Jana Kramer, country singer, actress, ACM New Female Vocalist of the Year winner, and One Tree Hill alum, has launched “Wild & Free,” a new intimates collection with EBY (Empowered By You).
The capsule, available now, features two wire-free silhouettes: the Relief Bra, built on EBY’s patented SoftWire technology, and the Sheer Bralette, offered in colorways ranging from Panthra and Blue Opal to Champagne.
The partnership is Kramer’s first with EBY, though she says she was already a fan before talks began. The brand, whose celebrity investor roster includes Sofia Vergara, Rosario Dawson, and Venus Williams, most recently expanded into bridal with its Naughty Bride Collection in April 2026.
For Kramer, the deal extends a broader commercial portfolio that includes a past partnership with nutrition brand Orgain.
Much like Kacey Musgraves’ recent Depop campaign, which leaned into personal identity and authentic storytelling, “Wild & Free” is driven by Kramer’s lived experience rather than just aesthetics.
Kramer led the creative direction of the Western-themed shoot herself, selecting prints and colorways to match what she describes as “a summer day in the country.”
This is a brand strategy reminiscent of Zach Top’s hands-on Fender Telecaster campaign, where an artist’s authentic relationship with a product drives the partnership’s credibility.
Takeaways
This deal says a lot about where celebrity brand partnerships are heading in 2026. Kramer isn’t just a face on a product, she co-created the colorways, led the shoot’s creative direction, and tied the collection directly to her public healing journey. That authenticity-first approach is what makes this collaboration resonate beyond the typical influencer post.
EBY’s strategy of pairing powerful women’s stories with its comfort-first products, from celebrity investors like Venus Williams to campaign faces like Kramer, continues to sharpen the brand’s identity in a crowded intimates market.
Could “Wild & Free” evolve into an ongoing seasonal collection, or is this a one-time capsule drop? Is EBY’s model, pairing deeply personal celebrity stories with its products, a smarter long-term play than traditional endorsements?
