According to a press release, the actress is partnering with Gaiam on its first-ever collaboration: a multi-year capsule collection co-designed by Biel that will hit stores in fall 2018 and likely up the cool factor of the company that's widely known for yoga props and old-school fitness DVDs. Though the launch still a year away (such a tease!), you can expect to see Biel's campaign with the brand next spring.
"She really wants to put her mark on the brand; this is more than a one-season blip."
"She’s about as authentic as they come," Karen Murray, CEO of Sequential Brands Group (Gaiam's parent company), said of Biel. "She practices yoga every other day, and she’s a wife, mother, actress, and activist. She really wants to put her mark on the brand; this is more than a one-season blip."
Considering Biel has been into fitness since she was a kid, whether through soccer or gymnastics, a collaboration with the yoga brand is a perfect first step into the world of athleisure, she told Women's Wear Daily.
"I started getting into yoga about 10 years ago through a close friend who was an instructor. At first I felt like, ‘I can’t do all those crazy poses,’ and I still can’t, but I’m not competing with anyone," Biel said. "I want to demystify yoga and bring it out to more women and men in the community, where it doesn’t have to be intimidating."
"I want to demystify yoga and bring it out to more women and men in the community, where it doesn’t have to be intimidating."
There's a whole lot of activewear to come from the collab, from capris and leggings to tops and jackets. Even better, the collection wants you to look expensive: Biel said she's taking inspiration from the runway to "create something that looks out of your price range but quite pleasantly is not."
Next fall can't come soon enough.
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