New York-based Sequential Brands Group’s activewear brand, Avia, recently announced a multiyear partnership with singer and actress Vanessa Hudgens. This collaboration also encompasses an exclusive capsule collection designed by the singing sensation.
Hitting the stores in Spring 2019, the collection’s marketing campaign will also showcase Hudgens as the star face. Expressing excitement about the collaboration, Eddie Esses, President of Sequential’s active division, said: “Her passion for fitness, cycling, training and nutrition coupled with her down-to-earth approach makes her the perfect fit for the Avia brand. We believe her tremendous star power and powerful social-media presence will not only strengthen our relationship with existing customers, but help us attract new customers, as well.”
Hudgens chimed in agreement, “I’m looking forward to working on my first apparel collection with an incredible active brand and can’t wait to share my new line with all my fans and fitness enthusiasts alike”.
The collection’s designs will be directed towards the Millennial consumer segment with effective use of bold colours, edgy prints, progressive silhouettes and technical fabrics. The assortment features performance-based activewear such as capris, tops, jackets and leggings, along with footwear and accessories. The pieces will be retailed at prices ranging from US $ 50 to US $ 90.
