Fear of God has officially entered womenswear.
The Los Angeles-based fashion brand launches on Thursday its first official women’s offering under the Essentials line, comprised of 50 styles including staple T-shirts, sweats and high-collar styles like mocknecks and half-zips, and women’s specific dresses, skirts, cardigans, cable-knit sweaters, relaxed trousers, and velour sweatsuits in soft color palettes like wheat and seafoam. Prices range from $30 to $295 and the line will be available first on the Fear of God website followed by retailers on Friday.
“We started developing this line about a year and a half ago,” said Fear of God founder and designer Jerry Lorenzo over email. “The approach is always the same. I don’t care if it’s kids, men’s, or if it’s women’s, everything is considered equally, across all three pillars.”
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The collection is a natural progression for the brand, which features female models in its lookbooks for Essentials, Mainline and loungewear. “We’re a product-first company and we’re not under the false belief that everyone has access to us directly,” Lorenzo added. “We feel our consumers’ first touchpoint for the brand is something that they have seen, touched, own and/or live in, so we take a lot of pride in our pieces.”
Prior to this launch, Fear of God introduced loungewear in November with its new Home collection, opened its first store at Selfridges in December and was featured by Mr Porter for their third installment of the “Hosted By” designer content series. The men’s fashion destination offered 24 Fear of God styles across the brand’s Mainline and Essentials collections, including children’s clothing.
Fear of God continues to roll out new categories and offerings even before the first products are unveiled under the Fear of God Athletics partnership with Adidas that was first revealed in 2020. The brand unveiled the first parts of the partnership, co-branded apparel and a visual concept, at Innersect Shanghai in January and the month prior, Lorenzo wore the co-branded hoodie to a Los Angeles Lakers game versus the Phoenix Suns.
Lorenzo did not reveal much more about the project beyond that it will debut in 2022. “Athletics is coming at the end of the year,” he said. “A full collection, head to toe. That is all I can tell you.”
This year continues Fear of God’s focused new product rollout that began with its Seventh Collection in 2020, further solidifying the differences between its luxury Mainline and casual Essentials collection. Lorenzo said in 2020 that “Essentials has done extremely well…” with options suited for life at home, and that Seventh Collection is its “first test at a luxury price point.”
The brand teamed with Ssense to launch the Seventh Collection with a weeklong digital experience called “Seven Days to Forever” that chronicled Fear of God’s collections and collaborations with Zegna and Barton Perreira and was the subject Nordstrom’s 13th New Concepts@Nordstrom pop-up.
Though the strategic rollout is not showing signs of slowing down, Lorenzo revealed that a new mainline collection is debuting at the end of March.