“The Biggest Loser” To Launch Workout Ready-To-Wear

NBC’s reality competition show “The Biggest Loser” is branching out into the activewear market with a new line of workout gear designed by Australian designer Bruno Schiavi.

The 27-piece collection was designed with a plus-size consumer in mind and Schiavi worked closely with contestants on the show to ensure the pieces were done right. Waistbands on shorts have been “cut higher to hold in the stomach” and jackets are long enough to “cover bottoms.” In order to keep exercisers as comfortable as possible, the clothing was made with a moisture-wicking fabric and designed not to chafe the skin.

In a clever marketing move, the line is sized from S to 5XL, allowing people to continue to wear it as they lose weight.

Schiavi told WWD, “I wanted to create an inspiring and motivational collection that was both functional and stylish. Nobody else really does fashionable pieces in larger sizes; they all look like sacks.”

While we’re normally a bit reticent with regards to corporate branded clothing, this seems like a long-overdue idea and hopefully the collection is as flattering and comfortable as it sounds — for all sizes.

The line is priced from $39 to $59 and will hit stores in the U.S. and 11 other countries in September, just in time for the show’s 10th season.

[via WWD.]

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