Demi Lovato has just launched a namesake capsule collection with Kate Hudson’s fitness label Fabletics.
Hudson’s brand has made quite a name for itself in the activewear industry. Fabletics has given big name brands a challenge with its affordability and well-regarded company culture and values.
Fabletics appears to really knows what it’s doing: With a community of over 1 Million members , Fabletics has mastered the celebrity-meets-authenticity technique. Marketing to a generation that indulges in selfies and likes, yet aspires to only invest in items made with ethical intents and transparency, is like mastering a tightrope. Regardless, Hudson has found incredible success and now even more with Lovato, the perfect fit for Fabletics’ first collaborative collection.
The Demi Lovato for Fabletics Collection comes with a strong connection to body positivity, empowerment and confidence with its broad range of sizing, spanning XXS to 3X. The collection also supports Fabletics’s ongoing partnership with the United Nation Foundation’s Girl Up campaign, which encourages girls to become a force for change for young women everywhere. Specifically, proceeds from the collection benefit the nonprofit’s SchoolCycle program, which Hudson explained provides bicycles to girls so they can make it to school.
As a celebrity Lovato has been honest throughout career on her struggles with mental and physical health. Aside from body image issue, she’s battled bulimia, self harm, addiction and bipolar disorder and today is five years sober. She’s conquered her past with positive self-affirmations and lots of gym time that’s focused on mixed martial arts.
In a social media world of oversaturated fitness images, Lovato offers her dedicated following (147,158,020!!) a raw and real lifestyle to admire, but most importantly, a trustworthy one. There was a strategic marketing plan behind the choice of Lovato for Fabletics, and we’re behind it. Hudson’s sunshiny demeanour and Lovato’s badass energy is a match made in workout heaven.