Dive Brief:
- Fabletics on Friday announced the launch of its Sun-Daze capsule collection by Vanessa Hudgens, according to a company press release.
- The size-inclusive collection is inspired by 2000s trends and is going for "California cool girl vibes." For customers of Fabletics' monthly VIP membership, prices range from $9.95 to $59.95.
- In a separate announcement, Fabletics on Thursday said that it was entering into the swim category with an inclusive size range of XXS to 4XL. Prices for VIP members for Fabletics Swim are from $29.95 to $49.95.
Dive Insight:
Fabletics had a week packed full of announcements.
On Wednesday the company introduced sister brand Yitty by Grammy award winner Lizzo. Thursday saw the official addition of the swim category to its product assortment. And on Friday the retailer debuted a 16-piece collection with Hudgens.
The capsule collection with Hudgens is an expansion of the company's relationship with the actress. In December, Fabletics introduced its first lifestyle collection, dubbed Velour, with Hudgens as the face of the marketing campaign.
The new Sun-Daze capsule by Hudgens features activewear, a string bikini, casual terry sets, baby tees, a bucket hat and a phone charm.
"I'm obsessed with this collection, and it couldn't be more perfect for festival season," Hudgens said in a statement. "I wanted to do a full lifestyle collection so there's something cute in there for all the Spring moments ahead."
Meanwhile, Fabletics Swim features seven new styles in five colors, including three bikini bottoms, two bikini tops and two one-pieces. The category is designed to mix and match, and a second installment is expected in May. The company has plans to continue to expand the category.
"We are thrilled to officially introduce Swim and deliver the best combination of style and performance at an unmatched price to complement the rest of our customer's lifestyle and wardrobe," Jennifer Chevchek, vice president of design, said in a statement.
Fabletics also launched shapewear brand Yitty, which will be available starting April 12 and comes in sizes XS to 6X.
"I was tired of seeing this sad, restrictive shapewear that literally no-one wanted to wear. I had an epiphany like, 'Who can actually do something about this?' I decided to take on the challenge of allowing women to feel unapologetically good about themselves again," Lizzo said in a statement regarding her brand.
Besides introducing new categories and partnerships, Fabletics has been in expansion mode in other ways. The DTC retailer announced last month that it would open 30 new stores this year, thereby bringing its global brick-and-mortar footprint to over 100 storefronts by the end of 2022.
