Demi Lovato is one of the world’s most famous pop stars, known for her smash hit singles and adventurous fashion sense. Recently, Demi Lovato released her newest workout gear collection, which might leave many wondering if Demi Lovato owns Fabletics.
Demi Lovato does not own Fabletics. Though Lovato’s workout gear collection is in collaboration with Fabletics, the songstress herself does not have a stake in the company. This is, however, the third time Lovato and Fabletics have teamed up, making Lovato a celebrity closely associated with the brand.
Read more below about the star who actually owns Fabletics and how Demi Lovato teamed up with the company to create multiple collections.
Foundations of Fabletics
Fabletics was founded in 2013 by actress Kate Hudson, along with her two business partners, Don Ressler and Adam Goldenberg. According to the Fabletics website, the trio saw a gap in the marketplace for stylish, yet affordable workout gear.
Kate Hudson, the face of the company, related her reasons for starting the company, saying, “Sometimes, for an average woman or an everyday woman or a soccer mom or someone who doesn’t necessarily know how to get into the healthy lifestyle, it can be a little bit intimidating. So I kind of wanted to create something that was more about a lifestyle than an actual fitness brand. And it seemed to really resonate.”
Fabletics, however, is not your standard retailer. It is a subscription-based service, with buyers able to choose items from personally curated collections. Though customers were initially confused by how the service worked, Fabletics has continued to see increased profits since its inception.
Kate Hudson noted of the company’s success, “The other day, someone asked me how much revenue do you do a year and I kinda just said ‘north of $250 million.’” The blonde haired beauty went on to say, “Oh my god, that’s insane. How did that happen so fast?”
Demi Lovato for Fabletics
Since Fabletics has become so popular and is fronted by a famous actress, it only made sense to have celebrity collaborations. In 2017, Fabletics announced its first-ever collaboration, with Demi Lovato being chosen for the honor.
As part of Lovato and Fabletics’ first collaboration, they teamed up with the United Nation’s Foundation’s Girl Up initiative, which aims to bring awareness and fundraising to girls in developing nations. During an interview about the collaboration, Demi Lovato told reporters, “I am thrilled to lend my voice to such a powerful brand and organization, both of which represent many of the values I stand for – particularly the importance of empowering girls.”
Kate Hudson had equally effusive praise for Lovato, saying, “When we first met, I remember being so impressed by how intelligent, accomplished and confident Demi was, even at such a young age.”
You can see Kate Hudson discuss Demi Lovato’s collaboration with Fabletics in the YouTube video below.
After the success of the initial collection, Lovato and Fabletics teamed up again mere months later, this time for a fall collection. The second collection featured even more pieces than the first and the collaboration again supported the Girl Up program, just as it had the first time.
Though Fabletics has gone on to collaborate with other celebrities, Demi Lovato remains one of their favorites, with multiple collections for the company over the years. In 2020 Lovato released yet another collection for Fabletics, this time with part of the profits going towards equipment for frontline workers during the Covid-19 pandemic.
Lovato took to Instagram to announce the collection and the decision to donate funds, signing off her post with, “I hope you’ll join me on our journey to project positivity, build inner strength and boost each other up! This is our chance to help the people in our community who need it most during this extraordinary time.”
The collection launched in April of 2020 and donations are being made through the World Health Organization’s COVID-19 Solidarity Response Fund. Though there is no word yet on if there will be another collection in the songstress’ future, it’s clear that even though Demi Lovato is not a Fabletics owner, she is an integral part of the company.