EXCLUSIVE: Jessica Simpson Creates Activewear Collection
The new collection is an updated take on the 2015 Jessica Simpson The Warm Up collection.
By Kellie Ell on July 31, 2019
Jessica Simpson is back in the game with a new activewear collection.
“It has always been important to me to help women of all ages, shapes and sizes feel great. And for me, a healthy and active lifestyle is one of the keys to feeling like my best self,” Simpson said.
She added that the timing of the collaboration was “perfect,” since she gave birth to her third child last March and is “adapting to a new normal of balancing three kiddos, getting back to work and staying healthy.”
And in the spirit of ath-leisure, Simpson said the collection — including leggings, sports bras, T-shirts, tank tops and sweatshirts — is both “super cute” for exercising, “but also works for real life.”
Simpson and her design team, including mother Tina Simpson, oversee the look of the collection, while working with FAM Brand’s performance team.
The activewear line, which includes exclusive prints that will only be available in the Jessica Simpson Activewear collection, comes to market in the spring of 2020. Jessicasimpson.com will sell the line, which will also be available to all the major department stores that carry the Jessica Simpson brand, including Macy’s, Dillard’s, Belk and Nordstrom. Prices range from $35 to $65 each.
The Jessica Simpson Activewear collection marks Simpson’s second venture into activewear, replacing the 2015 Jessica Simpson The Warm Up collection.
Sequential Brands Group Inc., which includes names such as Ellen Tracy, Avia and Heelys, acquired the Jessica Simpson brand in 2015.
Last quarter, the company relaunched Jessicasimpson.com, which now sells apparel, swimwear, footwear and accessories, including lifestyle products like luggage. The brand will introduce its beauty line this fall.
The activewear collection is in partnership with FAM Brands, an apparel company that designs and manufactures branded goods for a number of labels, including Eddie Bauer, Orvis and Bally Total Fitness.
Karen Murray, chief executive officer, secretary and director of Sequential Brands Group, told analysts during the company’s May conference call that so far the Jessica Simpson brand launch is off to a solid start.
“We feel good about that and [Simpson] coming back into the marketplace in a stronger way,” Murray said.
Read the article on WWD here.