It was announced on May 8th that Demi Lovato is teaming up with Fabletics to launch a fitness wear line. Demi Lovato decided to level up her fitness game and embrace her own “body” as it is. Her Snapchat and Instagram social media streams often show Lovato working out. So, it only seems fitting that she’s collaborating with Kate Hudson and Fabletics to present a “limited edition” collection of athletic/leisure clothing.
On the same day, Demi wrote on Instagram: “I’ve partnered up with @fabletics.” She went on to say that she designed the “capsule collection” for Fabletics because they’ve always allowed women to express their individuality. The capsule collection is like a mini preview before the full line is released.
The featured clothing line will inspire body confidence. Anyone watching Demi Lovato knows that she has evolved into an “empowered woman.” This is the main theme of the activewear pieces. Demi felt that Kate Hudson’s brand is an affordable way to feel “confident” and “stay strong.” Expect to see these messages expressed on the patterns woven within the designs of her activewear line.
When the collaboration was announced, Lovato said the proceeds will go to charity. A portion of the money from sales will go to the “United Nation Foundation, Girl Up campaign.” The campaign is all about empowering young girls to become women of change. For its part, Fabletics said that they would also donate profit from the Demi Lovato collection to help benefit the SchoolCycle program. Hudson has previously been involved with the charity organization, which provides bicycles for girls as transportation to and from school.
Lovato met Kate Hudson at the gym and from there a creative partnership later developed. This is a rare event for Fabletics, as it marks the first time that they’ve featured a collaboration designer collection. Kate Hudson in the article for “InStyle” magazine said that the Lovato project was borne out them both doing what they love. The fact that she met Lovato on a mini-break at the gym didn’t lose its irony. Hudson stated this about Demi: “she has a very different energy, brings a different kind of energy to our company, and brings a different audience.” Apart of that energy is from her loyal 58 million Instagram followers. Recently, Demi posted a clip of her martial arts workout and it received 2.5 million likes. With that many likes from a single post, it’s obvious that she indeed “does” have very good energy.
Fabletics as a brand is enjoying the success of its “bricks and mortar” retail stores. Kate Hudson operational mode is not all business, although she’s perceived as the face of the company. She enjoys being a fit role model and the appeal of her company, is that it makes quality athletic wear, affordable. The Demi Lovato capsule collection will be available for purchase online and in the Fabletics stores on May 17th. With the full line available in August.