New Balance and Bandier are the newest workforce to affix within the activewear video games.
The duo will launch the “Transfer Her World” capsule collaboration on Aug. 5, a three way partnership that features leggings, bodysuits, tank tops, fleece hoodie, joggers, trenchcoats, sneakers and extra, alongside a brand new marketing campaign starring DJ Millie.
“A whole lot of this clothes, you may put on it to work out in, or you may put on it as life-style clothes,” Jennifer Bandier, founder and chief model officer of Bandier, advised WWD. “Off responsibility, on responsibility, you are able to do an intense exercise, or you may faux such as you’re going to work out and never work out. However you don’t should sacrifice style for efficiency.”
Kimball Netto, common supervisor of ladies’s apparel at New Balance, agreed, including that, “We’re at all times actually enthusiastic about working with companions who push the boundaries between life-style and efficiency. And Bandier is a good instance of that.”
Each manufacturers have been equally enamored with DJ Millie because the face of the marketing campaign.
“She loves sneakers; she wears life-style, activewear clothes,” Bandier stated. “She mixes and matches. She’s received nice style. And she or he looks as if the right particular person to symbolize the fearless feminine.”
Likewise, Netto stated one in all New Steadiness’s goal as a model is to “make ladies really feel nice whereas they’re sporting totally different types. And we actually consider this assortment can construct their confidence. And DJ Millie actually exemplifies what it means to remain true to your self.”
Los Angeles-based DJ Millie, who additionally works as a mannequin, describes the New Steadiness x Bandier collaboration as “loopy, attractive, cool.”
“My largest purpose is to essentially make individuals dance, do what their physique desires to do, transfer nevertheless you need,” the DJ says within the marketing campaign video.
In the meantime, the activewear market remains flooded with options as manufacturers proceed to compete for his or her share of the pie. This doesn’t faze New Steadiness, Netto stated. In truth, she identified that the pandemic has truly brought about extra individuals to reevaluate their well being and day by day consolation ranges.
“I don’t suppose [an active lifestyle] goes away by any means,” she stated. “We at all times wish to create merchandise that assist inspire ladies to be their finest selves and enhance their wholesome life-style. So we at all times consider that buyers are in search of a product to assist them do this.”
The 12-piece inaugural “Transfer Her World” capsule drops subsequent month, adopted by a spring 2022 assortment in April and a fall assortment scheduled for August 2022.
Shoppers can store the gathering at newbalance.com, bandier.com, choose New Steadiness shops and all six Bandier shops. The gathering may even be obtainable at Shopbop and Intermix. Costs vary from $58 to $298, with each types of sneakers priced at $130 a pair. Attire sizes are available XS to XL, or 2XL in choose types.