Fabletics expands franchise into swimwear – WWD

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Fabletics is the latest brand to get into swimwear.

Just in time for summer, the Californian performance sportswear brand will officially present its first collection of women’s swimwear on Friday. Fabletics, which was co-founded by Kate Hudson in 2013, recently expanded its reach to become a lifestyle brand in its own right, adding to its Lounge, Sleep and Any-Wear assortment a collection designed to be worn outside of the sport room.

“We’ve always been a very health, wellness, mind and body brand,” said Jennifer Chevchek, VP of Women’s Design. And over the past five to ten years, society has moved towards accepting all body types, opening the door for the brand to embrace this trend. “It was a natural progression,” she said.

The debut collection includes seven styles in five colors – one sexy one-piece, one tie-up, bandeau bikini top and strappy bikini bottom, triangle bikini top and high-waisted bikini bottom, and high-waisted. Swimsuit.

Fabletics Swim is intended to appeal to all body types.
ARTURO TORRES

Each piece is designed to be mixed and matched and comes in an inclusive range of sizes – XXS to 4XL. Prices will range from $29.95 to $49.95.

She said the brand had dabbled in swimming “in a smaller way” in the past, but customer response prompted the company to issue a fuller statement. “They are looking for more options.”

The collection is rooted in sporty styles, she said, but the definition of sport has also changed in recent years with people wearing bras or bikini tops instead of shirts. The concept with Fabletics Swim was therefore to offer something both functional and versatile and could meet this demand.

Going forward, Chevchek said the plan is to keep adding to the assortment. “We’re already working on next year’s swim,” she said. And future collections will be heavy on one-pieces, which she hopes will be popular with customers.

The first Fabletics Swim will be available on the brand’s e-commerce site and its 75 points of sale. Another collection will be released in May.

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