Lifestyle

Equinox Teams Up With Monse for Exclusive Athleisure Drops – WWD

Monse is the latest designer label to boost its business with an exclusive line of sneakers.

Through a partnership with fitness and wellness activity Equinox, MonseLaura Kim and Fernando Garcia dreamed of performance-oriented, performance-oriented pieces. Available in select Equinox clubs and its online site, Monse’s limited-edition styles include zig-zag bras, long-sleeve crop tops, and cropped leggings.

With more than 100 fitness clubs, Equinox will help introduce the Monse label to a wide range of fitness and wellness enthusiasts. In addition to the health-friendly looks, Equinox will carry select items from Monse’s spring collection, like olive canvas pants. Monse first introduced sportsleisure to its line a few seasons ago.

According to Equinox Vice President of Retail Annie Walters, who regularly wears Monse. She and Monse’s CEO, Renee Prince Fillip, first met when Walters was working at Neiman Marcus. They later reconnected at Saks Fifth Avenue, where she worked as an VP of store sales before joining Equinox.

Fillip said Kim and Garcia are “delighted” to add Equinox as a distribution point for the brand. Kim regularly adds activewear to her everyday looks, and she loves how Equinox buys from the collection, choosing ready-to-wear and sportswear to combine fashion and fitness, says Fillip. Monse declined to comment on expected sales.

The first Monse release for Equinox comes in nine models and two more are planned. The electric blue wave in the first drop is exclusive to Equinox, as is a black Monse sweatshirt. Walters says asymmetrical shirts with cutouts and Monse logo tape will be key items. “It’s a very effective way to stay active and it really defines how active you are on the road and can be combined with complementary outfits to make it a true lifestyle. ”

Monse founders Kim and Garcia are also creative leaders at Oscar de la Renta.

“They are really excited about this novel partnership. It feels different and fresh. And it told this demographic — active fashion designer clients — that they would pursue,” Walters said. “It’s the same customer that we have in our building today. We just offer something like what they bought at Saks, Neiman or Bergdorf. “

As the pandemic drags on, some people have maxed out their sweatpants and are trying to upgrade their style. Walters said, “There’s definitely been a dramatic transition from sweatsuit back to performance [apparel]. This gives them the opportunity to upgrade their performance outfits. ”

In her view, consumers’ willingness to spend is being influenced by their emotions. “During the pandemic, people always feel like they want to feel safe and comfortable. Everyone wears a colorful outfit to not only lift their spirits but also to feel at home. Now, as people emerge and return to the world, they begin to regain their body confidence. This collection specifically shows the hard work that people put into their figures. It’s definitely a sexy, uplifting silhouette. Our customers, who have worked hard to create these amazing bodies, will love this product,” says Walters. “It’s definitely for someone who wants to make a statement. She’s not your girl who wants to hide in the corner. She wants to feel comfortable and show her all.”

The average price for the limited edition leggings is $390, and the tunics range from $350 to $450.

The alliance signals a glimpse of much to come for Equinox, as in limited collaborations with other designers. “We’re really trying to create moments of difference in our assortment and really bring a designer presence to Equinox. We want to continue to foster partnerships where we can bring something that isn’t necessarily the first thing that comes to mind in terms of positive clothing for our members,” said Walters.

Earlier this week Equinox launched its 2022 marketing campaign. Tagged as “Life Is the Luxury”, this theme aims to amplify the power of abilities. Beyoncé Loic Mabanza’s lead dancer, Muay Thai fighter and model Gracie Carvahlo, model and dancer Cyrus Amini and Olympic track and field athlete Divya Biswal hope to feature in the coveted campaign.

https://wwd.com/fashion-news/fashion-scoops/monse-teams-up-with-equinox-for-capsule-collection-1235043276/ Equinox Teams Up With Monse for Exclusive Athleisure Drops – WWD

Linh

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