Years ago, Demi Lovato started posting selfies wearing Fabletics, and fans were thrilled. After all, comfy workout clothes (or just cute athletic gear for lounging) are crucial, and if they photograph well for Instagram, even better.
And yet, it didn't seem like an entirely natural collab for the artist. So how'd they get the gig? Plus, whatever happened to the Demi Lovato Fabletics collection, and what's the star's status with the brand today?
Does Demi Lovato Own Fabletics?
No, Demi doesn't own Fabletics. But the singer is a brand partner, so they're often the face of the brand in advertisements and on social media. Demi's not the only one to rep for the brand though; Maddie Zeigler has modeled for Fabletics, and Kevin Hart even has a collection (with his wife) now, too.
But in terms of who owns the company? That would be Kate Hudson; she's one of the brand's cofounders, and fans can often find her in the advertisements, too.
Of course, that begs the question, do Demi Lovato and Kate Hudson know each other? And how did Demi wind up working with Fabletics?
Demi Lovato's Fabletics Gig Happened By Chance
Back in 2017, Demi Lovato began appearing as one of the many celebrity faces of Fabletics. Since they never publicly appeared to be connected to Kate Hudson, fans wondered how Lovato wound up with the job.
As it turns out, Demi and Kate did cross paths, but not professionally. In fact, sources say that the stars ran into one another at a gym in New York.
Demi was thrilled to partner with Kate because, as the star noted in an interview, the workout clothing from Fabletics has always been super affordable, and totally cute. Demi elaborated, "I like to work out a lot. I like to stay active."
The singer even had a hand in designing her eponymous collection, saying that they wanted to create clothing options for fitness "that make people feel confident."
Was Demi Lovato Let Go From Fabletics?
Fans might have noticed that Demi hasn't appeared on Fabletics' official Instagram page for a while, and the Demi collection is noticeably absent from the brand's website, too. It's also kind of suspicious that Demi hasn't posted a #sponcon Fabletics post in quite some time.
So did Demi do something to get in hot water with the brand?
It doesn't seem so; in mid-2020, Demi actually launched a special project with Kate Hudson and Fabletics to help raise money for coronavirus relief. The limited collection raised charitable funds, and then it ended. (though Kate Hudson used her fame to fight world hunger, too) No other rumblings over potential drama have come up.
In all, it just seems like Demi has been super-busy with their personal life, new music, and pursuing other sponsored content on IG.