Payless, Sequential Brands Collaborate on Martha Everyday

Payless on Wednesday began offering a limited-edition holiday collection of footwear, inspired by Martha Stewart’s everyday life and style.
The new line, available at payless.com, is — for now — just a capsule collection for holiday. The line was in collaboration with Sequential Brands Group Inc., the brand management firm that owns the Martha Stewart brand.
Sequential’s chief executive officer Karen Murray said the new partnership “complements our strategy for the Martha Stewart brand, which is to create beautiful, high-quality products and make them available at an affordable price where consumers shop.”
Stewart last month partnered with Aerosoles for a separate footwear line called Martha Stewart for Aerosoles. She is also Aerosole’s brand ambassador. The line at Payless is part of the core Martha Everyday brand. The limited-edition capsule at Payless for includes a strappy, stiletto sandal; a flat, kitten-heel mule and two variations of sling-backs. Price points range from $ 29.99 to $ 34.99. Additional styles — casual sandals, sneakers and slip-ons — are on the agenda for spring 2019.
The lifestyle maven said, “Whenever I am designing items for my customers, I always want to give them the best possible product at the most affordable price. When I started designing this line for Payless,

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Jessica Biel, Gaiam Unveil New Fitness Brand for Sequential

The collaboration between actress, producer and activist Jessica Biel and Gaiam, the yoga, fitness and wellness brand, was revealed Thursday night at The One Hotel Brooklyn Bridge in Brooklyn, N.Y. The event marked the first celebrity-created line for Gaiam, a division of Sequential Brands Group Inc., since 2016, as part of a multiyear partnership with Biel.
“She [Jessica] has been a true collaborator, thoughtfully codesigning the capsule collection with a keen focus on the functionality of each style,” said Eddie Esses, president of Sequential’s active division. “She really pushed to ensure each piece would fit seamlessly into busy modern lifestyles.”
During the event, the 36-year-old Biel said she was grateful for the partnership. “This is a really authentic partnership for me, yoga and wellness are a huge part of my personal life and have been for a long time. I wanted something that women could feel good in whether they are doing yoga, working out or just running errands, playing with their kids or simply lounging,” said Biel, who has a three-year-old son with husband Justin Timberlake. She said the idea was to create something versatile that blends fashion elements with comfort and function and is accessible for every lifestyle.
The deal was

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