When we think of Kate Hudson, running shorts and no-seam sports bras aren't exactly the first things that come to mind. And yet, the bohemian actress has partnered with subscription e-commerce site JustFab, Inc. to design the activewear line Fabletics, which launched this month. On Thursday, we sat down with Hudson at Equinox Sports Club in Los Angeles to discuss her passion for fitness, making activewear more accessible, and the joys of spending the day in leggings.
The actress says that she didn’t see getting involved in a fitness line as a choice because as a lifelong dancer, she has “always been passionate about fitness and seen its effects on the longevity and vitality” of her mother, 67-year-old actress Goldie Hawn.
Hudson, whose first foray into design was a collaboration with Ann Taylor earlier this year, says that most people thought she “would get into high fashion, bohemian chic, red carpet dresses,” but she felt a fitness line would “reach a wider community of women [by creating] an affordable, high-quality, hip product.”
The Fabletics site requires shoppers to take a quiz that tells the line the shopper’s workout style, location, preferred colors, body type, and (optionally) birthday and income. However, if, like us, you would rather just shop than bare your soul to a website, as a subscription service, Fabletics doesn’t really give you that choice.
The actress maintains that “the fact that we are able to sell at [this] price [around $60 for an outfit] point with the materials we are using . . . is just amazing. It is hard to find [activewear] at this affordable price.” While Fabletics is more affordable than, say, Lululemon—-where yoga pants alone run between around $72 and $98—-their activewear outfits, some of which are priced as high as $79.95, still aren't quite affordable for every woman.
But for those of us who do spend significantly more time in our workout clothes than when we are just, you know, working out, Hudson is right there with us. “I live in this type of wear,” the actress says. “All day, I pretty much have something that I work out in or plan to work out in.” The goal of the Fabletics line is “for women to have athletic wear stylish enough that they can wear it all day.”
Brands like Lululemon and even gyms like Soul Cycle roll out looks seasonally and discontinue certain older looks, which can add to brand exclusivity. Fabletics plans to similarly constantly turn things over, with 25-30 new outfits rolled out monthly, but Hudson says the brand does not plan to discontinue looks from prior seasons if “the community is responding” to them.
Hudson says that she “look[s] forward to designing all sorts of things” in her life, but for now, Fabletics is the perfect fit. “As a mom, how often am I on a red carpet and how often do I wake up and take my kids to school? It’s a no-brainer that I’ll probably be wearing [activewear] more than I will a Cavalli dress.”
While we still aren’t sure if we want to tell Fabletics where we work out or how much we earn annually, we also spend a lot more time in yoga pants than we do in Cavalli.