Actress and Fabletics founder Kate Hudson is hitting the pause button on active wear to star in New York & Company’s fall denim campaign.
The women’s apparel brand and retailer announced a multi-year deal with Hudson to be the brand ambassador for its $200 million “Soho Jeans” collection.
Hudson stars in the fall campaign wearing Soho Jeans’ destroyed denim jacket, ultimate stretch leggings and chambray shirt. She will also partner with the company to develop her own ready-to-wear fashion line.
“We are excited to partner with Kate Hudson and believe she is the perfect addition to our company,” Greg Scott, New York & Company CEO, said. “Our customers have been asking for a partnership with Kate for years, and we believe her tremendous star power, unbelievable style, and broad social influence will not only strengthen our relationships with existing customers but also ignite our customer acquisition initiatives.”
The Soho Jeans collection represents significant percentage of New York & Company’s annual sales and includes an extensive assortment of jeans and related apparel that are designed with proprietary fabrics.
The trendy denim assortment is designed to fit all body sizes and types. Sizes range from 00 to 20 and including petite and tall. New styles for fall two-tone boyfriend jeans, high-waist boyfriend jeans with a matching denim belt and side-snap wide leg jeans. Jeans retail for under $70.
Hudson joins actresses Eva Mendes and Gabrielle Union who have ongoing collaborations with New York & Company. In addition to her role as a brand ambassador, Hudson will design and develop her first ready-to-wear fashion apparel collection, slated to launch in March 2019.
The new brand will be available at New York & Company stores and its e-commerce site, as well as on a dedicated e-commerce platform for the collection, with potential for additional retailer partnerships in the future—a first for the company.
“We believe this will be significant to our continued growth in the ever-changing retail landscape, further solidifying New York & Company as an industry leader that creates digital brands that matter. This strategy provides our company with added diversity in our revenue stream, as we expand the breadth of our assortments and channels served,” Scott said.