Jessica Simpson, in partnership with Sequential Brands Group, Inc. and footwear partner, Camuto Group, launched a collection of performance footwear as part of her athleisure line, The Warm Up.
The introduction of sneakers expands upon the success of active apparel, which launched in December 2015. The footwear line features “modern, feminine designs and, in line with the apparel, touts a focus on technical attributes. The offering boasts lightweight, flexible constructions, breathable linings, mesh, custom knits and a sock-like fit designed to move with you to meet the needs of a multi-hyphenate lifestyle.”
“I don’t always have time to do a quick change from a workout to playing with my kids to going out to lunch or approval meetings, so being able to create active apparel and sneaker styles that work both at the gym and on the go fits well for my lifestyle and my collection,” said Simpson in a statement. “It’s all about working out and wearing out for women these days; we deserve to feel sporty, stylish and comfortable.”
Simpson, who appears on the cover of the September issue of Women’s Health magazine, fronts a multi-media campaign for the fall 2016 collection, including an exclusive new video.
Exclusive video accompanying this announcement is available at www.jessicasimpson.com.
The Warm Up video accompanies a campaign, both shot by renowned photographer and director Anthony Mandler in Beverly Hills, California. The imagery juxtaposes Simpson’s iconic brand of carefree styling with the resilient passion she brings to her designs. The campaign video is brought to life with new music and lyrics co-written by Simpson and Grammy nominated singer-songwriter and producer Linda Perry.
“For the launch of active footwear, we felt it was important to create content that connects to our customer the way they consume media,” said Jameel Spencer, president of the fashion division at Sequential. “Jessica has been at the center of so many incredible campaigns over the years, and as we move the brand forward, we hope to translate that energy into multiple mediums. Fashion, film or music – she brings the same passion, so she felt it was important that she create original music as the soundtrack.”
The Warm Up campaign will launch across multiple digital platforms and outdoor advertising will run in New York and Los Angeles. Campaign footage and additional creative content will be featured on www.jessicasimpson.com.
Photo courtesy of Sequential Brands Group.
