Kate Hudson is stepping up the intensity of her involvement in the apparel business.

This story first appeared in the July 9, 2013 issue of WWD. Subscribe Today.

Already the face of Ann Taylor, where her capsule collection launched in May, Hudson is partnering with subscription e-commerce site JustFab on a new line of athletic apparel and accessories launching in October. Called Fabletics, the line, which has been in the works for more than a year, will include tops, bottoms, jackets and select accessories.

“I’ve always lived an active lifestyle, and with two boys, life has only gotten busier. As a working mom, I know what it’s like to be on the go and running around from one activity to the next. Sometimes you just don’t have time to change, but you still want to look cute, whether you’re taking a yoga class, running errands or meeting up with friends before you pick the kids up from school,” said Hudson. “I cocreated Fabletics with [JustFab co-chief executive officers] Don [Ressler] and Adam [Goldenberg] to offer busy women quality activewear that is fashionable, functional and affordable.”


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Athletic apparel is the latest expansion by JustFab outside of footwear, its initial specialty. JustFab offers handbags, jewelry and denim, and, overall, non-footwear merchandise accounts for roughly 30 percent of JustFab’s sales. The company has disclosed that its total sales are on pace to cross $250 million this year after exceeding $100 million in 2012.

Hudson is not the first celebrity associated with JustFab. Kimora Lee Simmons was named president and creative director of the Web site in 2011, and was the star of a reality show filmed at its El Segundo, Calif., headquarters titled “Kimora: House of Fab” that aired on the Style Network starting in January. JustFab’s acquisition of children’s fashion site FabKids earlier this year brought Christina Applegate, who cofounded FabKids, into its fold. JustFab has also marketed exclusive items from Avril Lavigne’s clothing and accessories brand Abbey Dawn.

To Ressler, athletic apparel was an obvious choice. “As a lifelong fitness enthusiast, I wanted to create a high-quality, affordable solution for everyone with an active lifestyle. Fabletics is that solution and partnering with Kate Hudson was a natural fit,” he said. “Kate has been an integral part of developing this brand for the modern woman who likes to stay active and look great doing it because she is that woman.”

Hudson’s links to the fashion and beauty industries have multiplied in recent years. The Golden Globe winner and Oscars nominee became a spokeswoman for Revlon Inc.’s Almay brand in 2010, collaborated with Chrome Hearts on a jewelry collection in 2011 and signed with Ann Taylor in 2012.

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