Photo by Kyle Ericksen
Scarlett Johansson has been inspired by the Eighties. The actress was just six years old when the decade ended, but images from “Flashdance” and “Let’s Get Physical” left a lasting impression.
And now, infused with that sensibility as Johansson scoured vintage stores and Reebok archives, the Scarlett (Hearts) Rbk collection is being revealed three months after being announced and four months before it ships. The lifestyle collaboration between the actress and Reebok was unveiled to the press Wednesday. Retailers get to see it today.
Both the spring and the summer deliveries include five key pieces: a racer tank, a sweatshirt, a track jacket, a legging and a baseball-style T-shirt for spring and a tennis-inspired skort for summer. The apparel ranges from $40 to $100 at retail, and the modernized version of Reebok‘s original Aztec shoe — in eight different color versions, all with metallic and suede components — sell for $100.
The line will expand into other accessories for fall. In a take on Reebok‘s “I Am What I Am” celebrity slogan, the collection will be marketed through a Web-based “I Am More” campaign, which may include print ads but will not have a TV commercial component. Johansson will be featured in the campaign, and Reebok said it will reveal a new side of the actress.
The company declined to provide volume projections, but said it intends to keep distribution exclusive to better department and specialty stores. – Whitney Beckett, wwd
How do I feel about this? I don’t know till I see the whole line, I honestly don’t own a pair of Reebok…actually never in my life. But I’m open-minded and I’ll make judgements till I see the complete line, so far in this ‘sneak peak’ the colorful colors are key.