Sequential Brands Group launches Gaiam x Jessica Biel yoga-wear capsule collection
Brand management company Sequential Brands Group, Inc. has launched a collaborative capsule collection between its yoga and wellness brand Gaiam and actress, producer and activist Jessica Biel. This is Gaiam's first celebrity-created line, as part of the brand's multi-year contract with Biel.
The brand debuted the collection at The One Hotel Brooklyn Bridge in New York City, where an interactive pop-up shop allowed visitors to see the collection's capris, leggings, tops and jackets. Colors come in a range of pinks, greys and sands with oxblood accents, marble prints and monochromes.
The actress said the new line is meant to be wearable both in and out of the yoga studio, aiming to hit the market sweet-spot of athleisure.
“I wanted something that women could feel good in whether they are doing yoga, working out or just running errands, playing with their kids or simply lounging," Biel said in a release. "The idea was to create something versatile that blends fashion elements with comfort and functionality and that is accessible for every lifestyle.”
The partnership marks yet another instance of brands engaging in active design collaboration with their ambassadors, allowing celebrities to go behind the scenes of capsule production in addition to being in front of the camera, a model seen in the recent appointment of Michael B. Jordan as Coach's global menswear ambassador and Banana Republic's release of a collaborative capsule with Kevin Love.
“[Biel] has...thoughtfully co-designing the capsule collection with a keen focus on the functionality of each style,” said Eddie Esses, president of Sequential's active division. “She really pushed to ensure each piece would fit seamlessly into busy modern lifestyles.”
Sequential Brands Group owns and promotes a variety of home, fashion and active brands, including Martha Stewart Living and Heelys. The company licenses to retailers, wholesalers, and distributors in the United States and around the world.
The Gaiam x Jessica Biel collection is available at Bandier, Macy's and Bloomingdales, select brick-and-mortar locations and online.
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