Athleisure apparel brand Boys Meets Girl announced a new partnership with retail giant Macy’s, where the brand will release a 10-piece athleisure collection.
The collection includes a number of sportswear-inspired pieces, including bomber jackets, women’s hoodies, sweats, sweatshirts and T-shirts.
“I love what Macy’s has been doing lately as a company, and the value they place on important social issues, which align with the Boy Meets Girl philosophy,” said Stacy Igel, Boy Meets Girl founder and creative director. “The teams at Macy’s are top-notch and have a pulse on what is happening in the space. I believe in ‘crushing the box,’ and I look forward to doing that within today’s retail environment with Macy’s.”
Also new for Boy Meets Girl, the season’s campaign features “real people” sharing their stories. Photographer Sophie Elgort and the Boy Meets Girl team collaborated for an Instagram “real stories” contest, where contestants were asked to share their dreams and goals. The winners of the competition, two dancers, one new model and a videographer, are all featured in the latest ad campaign.
“Boy Meets Girl, from its beginnings, has been a brand that stands out because of its creative approach to fashion,” said Cassandra Jones, senior vice president of Macy’s fashion. “Not only are the clothes fun and on-trend, truly nailing the urban streetwear vibe the athleisure movement has embraced, but the positive message of self-confidence behind the brand’s identity is something we stand behind and are proud to bring to our customers.”
The collection will be available in 28 Macy’s stores and online this fall.