Jessica Biel wants to “demystify” yoga with her new activewear line.
The actress has teamed up with fitness and wellness brand Gaiam on a multiyear collaboration offering chic clothes and accessories, from leggings to jackets.
A campaign promoting the first-ever Jessica Biel Signature Collection by Gaiam will drop in spring 2018, while fans will be able to get their hands on the collection a couple of months later.
“Fitness and wellbeing 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,” Jessica told WWD. “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.”
Ensuring her designs stand out, The Sinner star took inspiration from catwalk creations to give her pieces a touch of “elegance”, making them perfect for both workouts and other everyday scenarios.
This means the line will come in at a higher price, though Jessica insists it won’t be out of customers’ reach.
Karen Murray, chief executive officer of Gaiam’s parent company Sequential Brands Group, added that the 35-year-old was a natural fit for the company.
“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. She was interested in making sure women could look and feel their best from head to toe and making it accessible and a great value,” she said.
Karen also revealed Jessica was top of the list to become the brand’s debut ambassador as she’s “about as enthusiastic as they come”.