Jessica Simpson To Launch New Activewear Line In Fall

Jessica Simpson is all set to launch her eponymous activewear line, a mix of activewear and athleisure, this fall. The new products, called the "Jessica Simpson Warm Up," will comprise authentic workout apparel, marking her lifestyle brand's first major expansion into a branded collection, following its partnership with Sequential Brands in April.

The line will first be available exclusively at 300 Macy’s stores and at macys.com, WWD reported, adding that shipping will start from the end of October. Simpson's products will be available at a very reasonable pricing range of $24 to $49.

The offerings include leggings, sports bras and track jackets. The track jacket, "Extraordin-Air," is composed of a polyester-spandex blend that incorporates both sweat-absorbing capabilities and four-way stretch. Minute aspects of design like the choice of zippers, the fabric, the design of pockets and details to accommodate keys and cell phones have been looked into.

“Whatever was going on in Jessica’s life at the time, we said we should be there. We had been looking at active for a bit, trying to find the right partner," said Tina Simpson, creative director for the brand and Jessica’s mother.

Meanwhile, Martine Reardon, Macy’s chief marketing officer, said the line “has some style and it’s got some comfort at the same time,” noting that the category is broad enough for “use at the gym or walking around the city doing errands.” He added that the line will be available to other retailers next spring.

The essence of the brand, celebrating its tenth anniversary, was the 35-year-old herself, said Richard Gossett, president and chief executive officer of RDG Global, the activewear licensee. He added that Simpson is always involved in the selection process.