Danskin, the heritage dance and lifestyle brand owned by Iconix Brand Group, reveals its first capsule designed by Jenna Dewan, Danskin brand ambassador, actress (Netflix “Mixtape” & Fox’s “The Resident”) and dancer. Inspired by Jenna’s style and active lifestyle, the Jenna Dewan x Danskin capsule is built to move with women in everything they do.
“My capsule for Danskin is so meaningful to me because I grew up wearing the brand. I have so many special memories associated with Danskin and it is incredibly near and dear to my heart,” says Jenna Dewan, Danskin brand ambassador and designer of the Jenna Dewan x Danskin capsule. “I designed this collection with active women of all ages in mind and wanted the pieces to look as good as they feel and to be able to move with the body all day long.”
Jenna Dewan x Danskin is Jenna’s first foray into design, and is rooted in movement, fashion and pieces that support the modern woman’s lifestyle, day to night. Dewan was involved from conception to design, developing on-trend color palettes, fabrics and silhouettes with the Danskin team that fit the body in a figure-flattering way to make every woman confident inside and out.
Jenna Dewan x Danskin introduces the brand to a new generation with curated and elevated styles and silhouettes across multiple categories that include activewear, dancewear and intimates. Key pieces include coordinating leggings and sports bras, a jogger and hoodie combo, and a new take on the traditional leotard based on Jenna’s love of fitness, dance and transitional fashion.
Key fabrics are cotton/polyester jersey, polyester spandex with power mesh and soft fleece. The color palette is comprised of nudes, maroons, a rose gold pink, and strong neutrals—a purposeful move by Jenna to ensure the capsule is chic and wearable for all women. The new campaign for Jenna’s first collection for Danskin was shot by David Roemer and styled by Brad Goreski in a downtown Los Angeles studio.
Jenna has worked with Danskin to introduce the brand to a new generation, starring in campaigns, sharing content across her social channels, which includes more than five million followers on Instagram, and working with the brand on custom content.