This week, a look at the number of fashion brands that are dipping their toes into the health and wellness industry. Wellness is big business these days, and fashion brands have started to incorporate yoga, pilates and juice bars into their marketing.As the wellness trend continues to expand, fashion brands are starting to incorporate fitness, nutrition and healthy living into their marketing campaigns.
Over the last few months, fashion brands have launched a plethora of new IRL marketing campaigns that lean into all things wellness: Pilates classes, healthy juices, protein smoothie pop-ups and yoga have shown up repeatedly, as brands capitalize on the growing health and wellness industry.
Pangaia, for instance, launched the Pangaia Wellness Club earlier this month. The club, created in collaboration with OKU Hotels in Spain, features three different wellness experiences at the hotel’s locations: yoga, pilates and a sound-based healing class. Music that Pangaia created for its Milan Fashion Week debut in February plays during the classes. Afterward, attendees can hit the Nourishment Bar for healthy juices and smoothies produced by Pangaia.
The partnership also includes a capsule collection of T-shirts, sweatshirts and hoodies, all exclusively available to purchase at the classes. For Pangaia, the appeal of these wellness classes is engaging with customers outside a retail environment. A brand representative told Glossy that there’s “something particularly valuable about seeing our products in motion and allowing guests to experience how they look, feel, and function in moments of movement and relaxation.”
