Jessica Simpson Taps Into Activewear

by Sydney Sadick

In celebration of the singer-turned-mogul’s 10 year anniversary of her namesake fashion label, Jessica Simpson has announced to expand her company with the launch of an activewear collection called “Jessica Simpson The Warm Up.” The line marks the label’s first mega category expansion since being purchased by Sequential Brands Group in April, in addition to the announcement that the label has plans to open individual stores within the next year. The 32-piece collection will feature a gym-ready selection of tanks, leggings, sports bras, and 21 plus size styles to be sold exclusively at Macy’s for $24-$49.

Simpson is also getting ready to launch her 10th anniversary fragrance, Jessica Simpson Ten, which is actually her eighth scent. She created the fruity mixture (think clementine, star fruit, nectarine, plum and watery fruits, to name a few) with Marypierre Julien of Givaudan, a Swiss fragrance manufacturer.

“We’ve watched the girl-next-door grow up,” said Don Loftus, president of Parlux Fragrances Inc., Simpson’s fragrance licensee, to WWD. “And 10 years later, she’s proven her sustainability. She has a great sense of humor, [but] she takes the creation of her products seriously.

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