She’s already an author, actress, and activist — and now, Jane Fonda is adding another exciting venture to her ever-growing Hollywood resume! The fitness guru has announced that she is partnering with Evine to launch a lifestyle brand that is based off her “life-long passion for fitness and health.”
A press release about the project explained that the 80-year-old star is partnering with multi-platform interactive video and digital commerce company Evine to develop a lifestyle brand that is geared towards older women and includes activewear, sophisticated athleisure options, health and nutrition products, and fitness equipment.
“I am excited about partnering with Evine because their strong marketing platform will allow me to bring my fitness knowledge and creative ideas to a market that is lacking strong offerings for women over 50,” Jane gushed in a statement. “We are, after all, the fastest growing demographic in the world.”
In the press release, members of the Evine family gushed that Jane couldn’t have been a better choice for the collaboration. “She holds the unique ability to relate to women of all ages and backgrounds,” Nicole Ostoya, managing director of the company’s brand development division, said. “We love what she stands for as an artist, expert, and activist.”
Ostoya also mentioned that Jane’s dedication to domestic production, executing quality, and sustainable practices “has been most impressive.” Those qualities that Jane possesses “align perfectly with what our customers have been asking for. We wholeheartedly believe in everything Jane advocates for and could not be more thrilled for this partnership,” she shared.
Evine’s CEO, Bob Rosenblatt, also gushed about how excited he was to link up with the Monster-In-Law actress. “Our new venture is a move towards the future and I cannot think of a stronger founding brand than Jane Fonda,” he said, adding that Jane’s “strong, value-driven” personality and her “vision and determination” will be monumental in this joint effort.
While a specific date for the launch of Jane’s new lifestyle brand has yet to be announced, the press release stated that the star “will appear on the network throughout 2019 out of the newly launched LA studio.” How exciting!