Fabletics is introducing its newest celebrity collaboration, which features fitness lover and television star Khloé Kardashian.
The nine-piece collection is designed to blend high athletic performance with high style and will drop in two phases.
Celebrity intrigue is part of what powers Fabletics. Investors in the El Segundo, California-based company, founded by actor Kate Hudson, include comedian Kevin Hart. Fabletics owns Yitty, a line designed in partnership with musician Lizzo.
The company has a strong influencer network that helps build buzz about constant style drops. Recent celebrity collaborations have included musicians like Demi Lovato and Normani, as well as actor Vanessa Hudgens.
Fabletics uses a subscription model and has more than two million members. Non-members who pay a higher price can shop on its website as well as at its 90 physical stores.
The first part of the new Kardashian line goes on sale this week, made using Fabletics’ signature fabrics. It includes an open-back bra, high-waisted compression legging, a onesie, a hoodie and a cargo jacket.
The Fabletics x Khloé collection is size-inclusive, priced from $35 to $140.
Body-conscious endeavors run in the Kardashian family: Big sister Kim Kardashian’s Skims, a shapewear company, is reportedly worth $4 billion. Her company just launched a new celebrity collaboration, with Madelaine (“Riverdale”) Petsch starring in ads for a new cotton collection.
Skims recently raised $270 million in a new round of funding, which The New York Times reports brings its valuation to about $4 billion, up from $3.2 billion last year. Skims CEO Jens Grede told the paper he expects annual sales to reach $750 million this year.
And while Skims started with underwear and shapewear, loungewear and other apparel now account for more of its sales. The company plans to branch into menswear this fall.