Mara Hoffman is getting pumped up about her show at New York Fashion Week on Saturday afternoon. Part of the reason is that the designer is partnering with Equinox sports clubs and Empowered by You, an underwear brand that will be the exclusive underwear sponsor of the event.
Empowered by You has created an exclusive “Fierceness is Always Welcomed” print that will be unveiled at the Mara Hoffman show at Skylight Clarkson Sq at 3 p.m. The thong will be sold at 71 Equinox locations across the country and 20 percent of the net profits will be donated to the Seven Bar Foundation, a nonprofit organization that empowers women out of poverty and into business.
“There is a natural synergy between Equinox and Empowered by You as we are all true believers in the empowerment of women — not just through words, but by actions,” Hoffman said. “After all, what you wear on the inside is as important as what you wear on the outside.”
The goal of joining forces with a sports club is to shift the focus and use underwear as a tool of women’s empowerment, rather than one of seduction, according to Equinox.