Fabletics is an online store based on a monthly subscription platform that provides men and women with high-fashion athletic wear. Fabletics gives members the privilege of having personalized fitness wear recommendations delivered to them after participating in a “pop quiz,” and receiving exclusive deals in the event of a purchase.
In the fall of 2015, I decided to follow the company on Instagram and learned that they expanded their retail capacity and opened its first brick-and-mortar stores in various malls across the country. Recently, it was reported that 75-100 Fabletics locations are scheduled to open within the next five years.
On April 1st, Kate Hudson, co-founder of Fabletics, was set to release a line of athleisure dresses as an addition to her new brand of athletic wear. This new line is targeted towards women who want to enjoy the comfort of athleisure clothing while enjoying the nightlife. MarieClaire.com was able to sit down with Hudson to discuss this brilliant new innovation in women’s clothing.
Hudson describes the idea of this addition to her brand as “a natural progression.” Her goal is to expand athleisure into many different clothing styles so that people can choose comfort without having to compromise their sense of fashion. This allows women the benefits of wearing athletic clothing without having to look athletic. Each dress in Women’s Wear Daily is made out of the same performance material as athleisure clothing which encourages increased mobility. Some dresses in the line have a built-in bra attached, whereas the other dresses use “snug materials” so that everything feels secure and tucked-in. Nevertheless, Hudson’s dress line possibly eliminates the need for Spanx. See: https://twitter.com/fabletics
In addition to athleisure dresses, Kate Hudson also unveiled a new line of swimsuits mid-April. Fabletics swimsuits are also made with performance in mind, also contributing to the need for increased mobility. Hudson expresses her desires for customers “to feel like they’re protected in our clothes without compromising a little bit of sexiness and femininity.”