The first Jenna Dewan x Danskin capsule will be available at retail on Thursday. The line, which is inspired by Dewan’s active lifestyle, is launching exclusively at select SIX:02 stores, SIX02.com and Danskin.com.
The Jenna Dewan x Danskin collaboration is the company’s first celebrity line. Dewan was involved from conception to design, developing color palettes, fabrics and silhouettes with the Danskin team. It was her first foray into design.
The 37-year-old Dewan began her career as a backup dancer for Janet Jackson and starred in the 2006 movie “Step Up.” She has a recurring role on the TV series, “The Resident,” and will appear in Netflix’s “Mixtape” next year and the film, “The Wedding Year.” Last month she stepped down as the host of “World of Dance” for season 3.
Key pieces in the capsule include coordinating leggings and sports bras, a jogger and hoodie combo and a new take on the traditional leotard based on Dewan’s love of fitness, dance and transitional fashion. The pieces retail from $28 to $100 and key fabrics are cotton/polyester jersey, polyester spandex with power mesh and soft fleece. The color palette includes nudes, maroons, a rose gold pink and neutrals.
To coincide with the launch will be a new campaign shot by David Roemer and styled by Brad Goreski in a downtown Los Angeles studio, featuring Dewan. The images will be used for social and digital promotion.
In a June interview with WWD, Dewan explained that what attracted her to Danskin was her history with the brand. “I was wearing Danskin since my very first dance class. It was my very first leotard ever. The simple black class scoop-neck leotard. I have worn it for years as a dancer. I really like the classic quality they have. When they approached me to work with them, I said ‘yes,’” she said.
Dewan became an ambassador for Danskin in 2016, and the relationship steadily grew. “Both of us have very similar visions for the company, for the line and the vision for what they create. It just felt authentic,” she said. She was the face of their fall 2016 and spring 2017 ad campaigns. “It was a perfect combination because I really believe in their vision, and they think I’m authentic to what they’re selling, and we had a great working relationship, very symbiotic,” she explained.
Danskin, which was founded in 1882 and is now owned by Iconix, makes fitness apparel from running to yoga and dance.