Move over, Kate Hudson and Demi Lovato — athleisure just got a brand new face! Jessica Biel is partnering up with Gaiam for a brand new clothing collection, and from the sounds of things, it’s gonna be GOOD.
“I’ve been in love with yoga for years, but my love affair with @gaiam is just beginning,” The Sinner actress teased on Instagram.
According to Women’s Wear Daily, the line is a passion project for Biel, who has been practicing yoga for the past 10 years. “Fitness and well-being have been a part of my life forever,” she shared. “I grew up outdoors playing soccer, and I was a gymnast, so this is who I really am.”
She also just so happens to be an uber-fashionable movie star (see: her gorgeous Ralph & Russo Couture Emmys gown), making her all the more appealing to the brand in choosing its very first ambassador. As Karen Murray, the CEO of Gaiam’s parent company, Sequential Brands Group, explained, “What’s great about Jessica is that she has a real sense of style and fashion, which we saw most recently at the [Emmys]… As soon as we started thinking about who would be the best ambassador for us, Jessica was at the top of our list.”
Luckily for us, the stars aligned to bring the two together (really, though: The brand was founded in Boulder, Colorado, which just so happens to be the same city the mommy-of-one grew up in), resulting in a reasonably affordable line (Biel says the collection aims “to create something that looks out of your price range, but quite pleasantly is not”) full of leggings, capris, tops, and even jackets that will maybe even inspire you to take up the practice of yoga.
“I want to demystify yoga and bring it out to more women and men in the community, where it doesn’t have to be intimidating,” the former 7th Heaven star said. After all, even with her extensive athletic background, even she didn’t begin with binds and crow poses. “At first I felt like, ‘I can’t do those crazy poses,’” she recalls. “I still can’t, but I’m not competing with anyone.”
Not that anyone can’t wear the collection, regardless of yogi status, however: As Biel, 35, said in the line’s release statement, “We want to bring an elegance to athleisure and elevate it so that when you see the pieces, it looks familiar to what you see on the runways, and you can think about wearing it to dinner or picking your kids up from school.”
Sadly, we’ll have to wait until spring of 2018 to see the wares, but in the meantime, we’ll definitely be creeping Gaiam’s social media accounts for more sneak peeks!
Will you be rocking Jessica Biel for Gaiam? Tell us over @BritandCo.
(Photos via Dimitrios Kambouris/Getty)