Danskin, a brand with more than a century of experience catering to the dance and activewear community, released today its stunning fall/holiday ‘16 marketing campaign, featuring brand ambassador, talented dancer and actress Jenna Dewan Tatum.
The campaign, which is inspired by artistic and unexpected movement, is intended to show the brand and Tatum through a grittier lens while still highlighting the fashion and function of Danskin.
Commenting on the campaign Dewan Tatum said, “I have been dancing since I was a little girl, so working with Danskin felt like home to me. The opportunity to show how women and their daughters can grow with the brand was the perfect addition to my lifestyle, which still intimately
includes dance.” Famed photographer Carolos Serrao perfectly depicts the dichotomy of beauty and grit through Tatum’s breathtaking movement throughout an deconstructed warehouse in Los Angeles.Tatum crouches to grasp a pointed toe in her Danskin blush colored leotard and legwarmers, leaps into the air in a form fitting two-piece, and stares through the camera with her piercing hazel eyes in a black hoodie and high-impact sports bra. The imagery drives home Danskin’s heritage of dance while showcasing an elevated, versatile re-imagining of the brand that includes a much broader array of styles designed to fit a woman’s needs both in the studio and on the street.
The mood on set was fun and relaxed, with Jenna’s longtime stylist and host of E! Fashion Police, Brad Goreski, as well as her friend and hairstylist to the stars, Jen Atkin, working their magic to create a look that paired Jenna’s natural beauty with styles that conveyed the brand in a raw, dynamic light. The fall / holiday collection seen on Tatum includes everything from sexy bodysuits and classic dancewear, to loungewear and active apparel such as compression leggings with coordinating sports bras.
“We’re really proud of the new Danskin campaign as it represents the huge potential of the heritage brand with Jenna at the helm,” stated Carolyn D’Angelo, EVP of Brand Management and Marketing Services at Iconix Brand Group, Inc. “We love that she grew up wearing Danskin and now represents the young mom, with a little girl; Jenna’s a dancer with a busy life, which is true of so many of our consumers.”
The campaign appears in the October issues of fashion and lifestyle magazines Harper’s Bazaar, Self and Teen Vogue, and November issues Vogue, InStyle, Harper’s Bazaar, Glamour and Shape. The campaign will also appear outdoor and online. Danskin is available at danskin.com, Urban Outfitters, Lord & Taylor, Amazon and specialty dance stores. To stay up to date with the latest from the brand, follow Danskin on Instagram at @danskinapparel.