Don’t tell Demi Lovato that sitting is the new smoking.
Multitasking may be a sport of sorts for the self-described singer-songwriter-actress-entrepreneur-philanthropist, but for her newest ad campaign for Fabletics, she decided to take a seat. Wearing coordinating leggings and a bra top with sneakers, Lovato is all smiles in one shot lounging in a leather chair taking a selfie. (The image would appear to be a wink at the “Selfie-Worthy Styles” on the Fabletics by Kate Hudson site.) In another of Lovato’s new ads, she appears in a neon cropped top and leggings, twirling her ponytail while semi-reclined on the floor surrounded by albums. Last season she took a more athletic approach, standing with both hands wrapped apparently ready for sparring.
Despite the Annal of Internal Medicine’s report that excessive sitting can run the risk of early death – regardless of how much you exercise — Fabletics is taking a more relaxed approach to branding this time around. But the five-year-old brand creates clothing to inspire shoppers to stay active — however they define that. JustFab Inc. co-chief executive officers Don Ressler and Adam Goldenberg launched Fabletics with Kate Hudson to offer stylish, high-quality gear at an accessible price point.
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