Good things come in threes and for July 2015 Mara Hoffman has them by the hand when June 30th the famed designer launched her new activewear collection, debuted a short film featuring Juliette Lewis about it while unveiling her updated website www.marahoffman.com
Mara Hoffman expands her brand with the introduction of an Activewear collection, encompassing everything from spandex sports bras and leggings to French terry ponchos and jumpsuits. All performance styles include an SPF of 50 and allow for fast wicking and muscle compression.
Launching on June 30th, Mara debuts the collection via a short film featuring Juliette Lewis and worked in collaboration with a triumvirate of talents: Director/Choreographer, Ryan Heffington (known for his work with artists including Sia, Shia Labeouf, Maddie Ziegler, Florence and the Machine, Lykke Li, FKA Twigs, and Arcade Fire), Editor, Alexander Hammer (known for his work with artists including Beyonce, Nicki Minaj, Kayne West, Jay Z, M.I.A., and Rita Ora), and Director of Photography, Nathan Kim.
Created with the intention of showcasing the brand’s goal for the collection, to inspire one into transformation, Hoffman filmed in the Californian desert, telling the story through movement and dance.
The brand’s expansion into the Active space is the next natural progression for the company, as the namesake label evolves into a lifestyle brand.
Ranging in price from $108 to $324, the line will be sold exclusively on MaraHoffman.com, before rolling out to key retailers including Bloomingdale’s, Carbon38.com, Nordstrom.com, NET-A-PORTER.COM, Shopbop.com, RevolveClothing.com and Anthropologie in mid-July. The Active line also includes a printed yoga mat ($98), manufactured by Yoga Design Lab.
To coincide with this launch, Hoffman teamed up with One Rockwell to revamp the company’s website, which will unveil a completely new interface and design. The site will boast features including:
- Mix + Match Bikini Mixer – customers will have a more personalized way of shopping for swimwear with the ability to filter by styles or prints
- Mara’s Worlds – dedicated to the ‘World of Mara Hoffman,” customers will now immerse themselves in the brand, from runway videos to the latest press and blog posts
- Mobile Friendly – fans of the brand will now be able to shop on the go with updated mobile functionality
Photos courtesy of Mara Hoffman