The emergence and growth of the “athleisure” category within the women’s fashion industry—consisting of clothing that is appropriate for everything from working out to running errands to casual social outings—has been a well-documented trend over the past couple of years. And licensing has had a role in several of the highest-profile launches, especially within the last 12 months.
Interestingly, however, many of the notable introductions have not been tied to fashion or fitness-related properties, although these certainly have a presence. Celebrity fitness coach Jillian Michaels debuted her Impact by Jillian Michaels with Kmart, for example, while designer Stella McCartney paired with Adidas for Adidas StellaSport, sold through retailers such as Nordstrom and Topshop, to name just two of several examples.
That said, many of the big brand launches in the athleisure sector have been tied to singers. Beyoncé formed a 50/50 joint venture with Topshop, called Parkwood TopShop Athletic; Rihanna joined Puma as creative director, with her responsibilities including advising on women’s athleisure products; and Carrie Underwood released her line, CALIA, with Dick’s Sporting Goods.
Musicians seem, on the surface, to have a more tenuous connection with the category than a designer or fitness expert would. But, as the brands suggest in their publicity and marketing materials, these women have to stay in shape to perform, they have busy lives requiring apparel that is adaptable to all situations, and they are in the public eye and must always look good. In addition, they possess an avid and large fan base that is very familiar with, and can relate to, their fashion choices and lifestyle, both personal and professional.
Actresses have also been involved in athleisure wear, notably Kate Hudson, who has paired with Fab.com for her Fabletics range. That label came out back in 2013, predating the others mentioned here.
Comments are closed.