Danskin, owned by Iconix Brand Group, introduced its first capsule designed by Jenna Dewan, Danskin brand ambassador, actress (Netflix “Mixtape” & Fox’s “The Resident”) and dancer. The collection launched exclusively at select SIX:02 stores, SIX02.com and Danskin.com.
“My capsule for Danskin is so meaningful to me because I grew up wearing the brand. I have so many special memories associated with Danskin and it is incredibly near and dear to my heart,” said Dewan, the designer of the Jenna Dewan x Danskin capsule. “I designed this collection with active women of all ages in mind and wanted the pieces to look as good as they feel and to be able to move with the body all day long.”
Jenna Dewan x Danskin is Jenna’s first foray into design, and “is rooted in movement, fashion and pieces that support the modern woman’s lifestyle, day to night.” Dewan was involved from conception to design. Key pieces include coordinating leggings and sports bras, a jogger and hoodie combo, and a new take on the traditional leotard based on Dewan’s love of fitness, dance and transitional fashion.
The capsule is positioned at an elevated yet accessible price point as compared to the core Danskin line, with pieces ranging from $28-100. Key fabrics are cotton/polyester jersey, polyester spandex with power mesh and soft fleece.
The new campaign for Dewan’s first collection for Danskin was shot by David Roemer and styled by Brad Goreski in a downtown Los Angeles studio.
Image courtesy Danskin
