Dive Brief:
- Athleisure apparel brand Fabletics and media personality Khloé Kardashian have partnered on a new nine-piece, desert-inspired collection that launched Friday on the Fabletics website and at its chain of retail stores.
- The first of the two-part Khloé collection consists of frame sculpting bras, leggings, onesies, jackets and hoodies, with available sizes ranging from XXS to 4X, and is priced from $34.95 to $139.95.
- Marketing the limited-edition Khloé collection comes with a massive built-in audience as Kardashian has over 311 million followers on Instagram and 24 million on Facebook.
Dive Insight:
A second edit of the Khloé line will include new styles and colorways, although no release date has been determined yet, per the company.
“Staying active, working out and taking care of my health is a priority – it’s what keeps me strong and persistent,” said Kardashian in a statement. “Fabletics shares these values and empowered me to put my personal touch into this collection. Each piece is designed for high performance, regardless of how you choose to move. Strong in the gym and strong enough to take on any challenge that life hands you.”
Celebrity partnerships are not new to Fabletics, which was co-founded in 2013 by actor Kate Hudson and created a shapewear line with pop star Lizzo last year. The company has also collaborated with Kevin Hart, Vanessa Hudgens, Kelly Rowland, Demi Lovato, Liza Koshy, Madelaine Petsch and Maddie Ziegler.
Lizzo and Fabletics launched the Yitty shapewear brand in 2022 and subsequently opened Yitty shop-in-shops within 10 Fabletics locations.
Fabletics has built its business around such celebrity collaborations. Co-founded by Hudson, Adam Goldenberg, Ginger Ressler and Don Ressler, the brand’s sales have topped more than $700 million in 2023, per the company. The subscription-based, privately held activewear brand has more than 2 million VIP customers who regularly shop its products on the website or in one of its 95 branded stores in the U.S., U.K. and Germany, according to the company.
“We’re thrilled to partner with Khloé,” said Ginger Ressler in a statement. “We’ve long admired her commitment to speaking out about physical and mental health and her dedication to designing products for every body. This collection is bold and powerful – every detail is a perfect reflection of her vision, resilience, and strength.”
Fabletics is a division of TechStyle Fashion Group, which also owns direct-to-consumer brands JustFab, FabKids, ShoeDazzle and Savage X Fenty.
