Kelly Rowland is stealing the spotlight with a footwear and apparel collaboration timed to the debut of new music.
The former Destiny’s Child songstress’ curated collection of clothes and shoes dropped on Thursday through online membership shopping platform JustFab. “We are so thrilled to announce Kelly Rowland as the global face of our brand,” JustFab chief marketing officer Daria Burke said of the partnership. “Kelly is a fashion icon, singer, songwriter, actress, mother, champion of women and so much more.”
As the company hits its first decade milestone, Burke said it was committed to elevating the product and brand experience, offering shoppers accessible fashion with an eye toward empowerment and representation. “There is no better woman to help us tell this next chapter of our story as we begin a new decade with a newly reimagined voice and visual signature,” Burke added. “Kelly is the epitome of the chic, relatable friend that we set out to be for our members.”
Rowland’s campaign launch featured her new single, “Crazy,” which debuted alongside the line with a new music video featuring the JusFab duds. The collection includes fall-ready footwear styles like mules, ankle boots, tall boots, sneakers, and oxfords, as well as cozy apparel like a knit kimono and pant set, cardigans, and faux leather trousers that bridge the gap between at-home comfort and a night out.
The footwear styles, which range from $24.95 to $44.95, are available at much-reduced prices for JustFab’s 2.5 million global VIP customers. Apparel styles, which range from around $20-$30, are also available at a discount for the service’s avid shoppers, who pay $39.95 per month for access to savings and perks. Offerings come in plus sizes and wide-width and wide-calf options for certain styles.
“I partnered with JustFab to make sure that women everywhere feel confident and empowered this fall,” Rowland said in a statement. “I want this collection to make women feel unstoppable.”
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This is Rowland’s second collection with a company under the TechStyle umbrella. Last year, she released a capsule with Kate Hudson’s athletic apparel label, Fabletics, which is still available for purchase on the e-commerce site.
Alongside the release of her new JustFab collection, Rowland was also featured on the e-tailer’s content platform, “Leading with Style.” Burke interviewed Rowland about her experience writing new music during the turbulent atmosphere of 2020, as well as other experiences important to the artist, like her recent appearance on former band-mate Beyonce’s feature film, “Black is King.”
This spring, Burke, who joined JustFab in late 2019, told Sourcing Journal that her team was working hard to keep demand for products up, even amid Covid-related uncertainty, by cultivating relationships with influencers and celebrities. The effort to bring familiar faces on board over the past two years has driven a surge in new members, she said.
JustFab’s membership model—and the hyper-efficient data collection capabilities it provides—has been central to its success. “Because our members agree to share their preferences with us, like their sizing, favorite colors and preferred styles, we can design directly for their tastes,” Burke said in March.