Recently, Kate Hudson launched a new line of dresses for the fashion line Fabletics, which she co-founded in 2013. The line has been dubbed “athleisure” attire, and is aimed at offering casual and easy to wear dresses that can still be worn for a night on the town. Hudson recently spoke to Marie Claire magazine about the line, as well as a line of swimsuits she is also launching.
In the interview, Hudson talked at length about the versatility of the line. The dresses Of Fabletics can easily be worn in a wide variety of social situations such as “Out on the town, to dinner, whether it be on a date or with your friends – it works with whatever you’re doing”, said Hudson. She also spoke about the advantages of using high performance fabrics like those you would find in leggings. “There are a few dresses… that have bras built right in. But even those that don’t are easy to go on and don’t require that much effort. The idea of making a dress out of the same materials that would make your butt look good in leggings is to tuck everything in so it feels nice and snug.”
In addition to her dress line, Hudson has also recently unveiled a swimsuit line. In addition to comfort, Hudson stressed that the swimwear is designed to stand up to a high level of athletic activity. “Our bathing suits are designed so people can be as active as they can. Most of them are very much performance focused”. Source: http://www.fabletics.com/the-summer-refresh.htm
Hudson also talked about the business model that she and her team use, and how that benefits the product and the consumer. “Our brand is very very lucky”, she said, “because thanks to the model we use, we’re able to basically have the same quality performance for half the price to to being direct to consumer.”
Fabletics.ca, which launched in October of 2013 is an online subscription based retailer that sells women’s sportswear and accessories. According to the Fabletics website (www.fabletics.com), “Upon registering, members are required to complete a survery regarding their workout and lifestyle preferences. At the start of each month, personalized outfits are chosen for each member based on these preferences.”
Fabletics has also launched a men’s activewear line with the help of Kate Hudson’s brother and actor, Oliver Hudson. It intends to continue to expand its offerings to allow for attire for any occasion.