Adam Selman is swapping his ready-to-wear line for an athleisure collection.
The American designer, who is known for creating custom pieces for the likes of Rihanna, Beyonce, Katy Perry, and Lorde, launched his namesake range in 2013, and just three years later, was named as the runner-up for the prestigious CFDA/Vogue Fashion Fund Award.
Selman last presented a womenswear line as part of New York Fashion Week in February 2018, and now he has announced that he is switching his focus to creating athletic clothing.
“With this pivot, I would rather be ahead of something as opposed to hearing about how we’re in so much trouble,” he said in an interview with Business of Fashion. “I wanted a new challenge. I wanted growth.”
With his Adam Selman Sport (A.S.S.) athleisure range, Selman has injected his signature playfulness into the creations, with pieces including striped tops, leopard print combinations, an ’80s-inspired black two-piece workout ensemble with crystal edging, as well as leggings and sports bras.
And by targeting a specific category, the fashion star is hoping that retailers will be able to place the new A.S.S. collection front and centre in boutiques.
“(Adam Selman) wasn’t a contemporary idea, but it was a contemporary price point,” the designer commented. “People got confused about where to put it in their store. That was a big lesson.”
Prices for the A.S.S. garments have not yet been announced. However, items will begin selling on Net-a-Porter later this week (ends27Jan19), before launching in major department stores such as Nordstrom and Selfridges, as well as on a dedicated e-commerce website.
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