Choosing a body-positive figure as its first collaborator, as opposed to a fashion model or thigh gap–sporting Instagrammer, was no coincidence for Fabletics. "When we started seriously considering our first Fabletics collaboration, Kate [Hudson] naturally thought of Demi," the brand's CMO Kristen Dykstra told me in an email. "They met a while back at a hotel gym when they were traveling. Kate was really inspired by Demi, her music and her mission. … When we approached Demi, she was just as excited about it as we were."
When asked if body diversity plays into the brand's consciousness, Dykstra said, "Absolutely. From the very beginning, Fabletics was designed with every woman in mind—regardless of size, shape, age, or ability—because we want every woman to feel included." From my perspective, Demi is one of the first real incarnations of that vision and hopefully a harbinger of what's to come. Her campaign has reminded me how much images in advertisements matter, regardless of how old you are, how confident you feel, or what the fashion and wellness trends of the moment may be.
As the truly delightful Gabourey Sidibe said in a radio interview earlier this year, self-confidence isn't something you acquire once and have forever. "I have to put my confidence on multiple times a day," she said. "It's like lipstick. … Lipstick will wear off, confidence will wear off, sanity will wear off. You have to work at it."
In a small but important way, Demi Lovato's Fabletics campaign is helping that confidence stay on just a little bit longer.