Big things are in the works for 2018 here at Gaiam. We're excited to announce our collaboration with Jessica Biel, who as our new brand ambassador will be designing a signature apparel collection for Fall 2018.
“As soon as we started thinking about who would be the best ambassador for us, Jessica was at the top of our list,” said Karen Murray, chief executive officer of Sequential Brands Group, our parent company. "She’s about as authentic as they come; 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.”
As for Biel, she says collaborating with us just made sense and was a natural fit. "Fitness and well-being have been a part of my life forever. I grew up outdoors playing soccer, and I was a gymnast, so this is who I really am.” As she’s gotten older, Biel said she’s had to forgo the high-impact flips and tucks of her gymnast days and adopt new routines.
“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. 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 another tie Jessica has to Gaiam. Biel's hometown of Boulder, Colorado is also where our company was founded and is headquartered. She share's this how this gives her a sense of familiarity, saying "It’s the kind of company you can depend on for strong, affordable products, where you think, ‘Oh, I know this company and it feels personable to me.'"
Biel's 2018 Signature Apparel Collection will feature capris, leggings, tops and jackets that she says will take inspiration from the runways. “We want to bring an elegance to athleisure and elevate it so that when you see the pieces, it looks familiar to what you see on the runways and you can think about wearing it out to dinner or to pick up your kids at school.” The goal of the collection is to “create something that looks out of your price range but quite pleasantly is not.”
Karen Murray again shares why Jessica is a great fit to be Gaiam's Brand Ambassador. “What’s great about Jessica is that she has a real sense of style and fashion, which we saw most recently at the Golden Globes.” Jessica also shared how she's ready to get back in the swing of things after the birth of her son, "I took a handful of time off for the first year-and-a-half of my son’s life, and since then it’s been a lot of hard work in the trenches trying to find the right ideas and the right partnerships.”
We're honored and excited to be launching such an ideal partnership, so keep an eye out for this signature collection launching Spring of next year!
Source: Women's Wear Daily