Jessica Simpson is broadening her footwear repertoire.
In partnership with Sequential Brands Group Inc. and footwear partner, Camuto Group, Simpson will launch a collection of performance footwear as part of her ath-leisure line, The Warm Up. The introduction of sneakers expands her activewear offerings, which launched in December.
The footwear line features feminine designs with a focus on technical attributes. Among the details are lightweight, flexible constructions; breathable linings; mesh, custom knit, and a socklike fit to move with the customer. The footwear wholesales for $36.
The footwear will be launched on HSN on Friday, along with jessicasimpson.com, and department stores such as Macy’s Inc., Dillard’s Inc. and Belk Inc. this month.
“I don’t always have time to do a quick change from a workout to playing with my kids to going out to lunch or approval meetings, so being able to create active apparel and sneaker styles that work both at the gym and on the go fits well with my lifestyle and my collection,” said Jessica Simpson. “It’s all about working out and wearing out for women these days; we deserve to feel sporty, stylish and comfortable.”
The brand’s launch will be supported with a Warm Up video that appears on jessicasimpson.com, YouTube and Facebook, among other sites, shot by photographer and director Anthony Mandler in Beverly Hills. The campaign video features music and lyrics co-written by Simpson and Grammy-nominated singer-songwriter and producer, Linda Perry. https://www.youtube.com/watch?v=4ZzESKLhoIo
“For the launch of active footwear, we felt it was important to create content that connects to our customer they way they consume media,” said Jameel Spencer, president of the fashion division of Sequential Brands. “Jessica has been at the center of so many incredible campaigns over the years, and as we move the brand forward, we hope to translate that energy into multiple mediums. Fashion, film or music — she brings the same passion, so she felt it was important that she create original music as the soundtrack.” The Warm Up campaign will launch across multiple digital platforms (digital billboards in Times Square, Taxi TV), and outdoor advertising will run in New York and L.A.
Simpson’s products span 35 classifications, from women’s footwear, handbags, outerwear and sunglasses to swimwear, luggage, dresses, intimates and sportswear. There’s also toddler apparel, maternity apparel, baby footwear and home.