Actress Hilary Swank may give fellow celebrity-turned-sportswear designers Beyoncé and Kate Hudson a run for their money, as Swank launched a women’s activewear label called Mission Statement.
As of October 19, the brand opened its website and started building from the ground up (i.e. the official Facebook only had 26 likes at 1 p.m.).
The brand markets tops, bottoms, dresses, knitwear, outerwear & jackets and bras, each with the design principal of blending performance with comfort and chic styling. The overarching theme of the line seems to be versatility.
In Swank’s Welcome Letter she writes, “In a world where women are often objectified and trivialized, we feel the need to look a certain way to be loved or act a certain way to be successful. Simply by nature, we are nurturers which can sometimes take us off the path to doing what’s best for ourselves… That brings me to the collection. As part of my design process, I wanted to create elegant clothes that embody and nurture that higher purpose: clothes that allow you to find that perfect balance of movement while working out, in the office, resting or playing.”
The collection is available for pre-order via the Mission Statement e-commerce platform.
Swank’s collection has one main stand-apart from rival celeb activewear lines like Hudson’s Fabletics or Carry Underwood’s Calia: price. A simple cashmere knit sleeveless “Cloud Tank” (pictured right) runs $395 MSRP. Pricing ranges to the heights of $1,000-plus.
Photo courtesy Mission Statement
