Bel-Air Athletics, the fashion label founded by acclaimed actor Will Smith, has officially entered the UK market with an exclusive partnership with luxury department store Selfridges. This collaboration marks an important milestone for Bel-Air Athletics, which drew inspiration from the popular 90s TV show, The Fresh Prince of Bel-Air, that propelled Smith to stardom.
While the brand initially focused on capturing the essence of 90s nostalgia and blending active and casual wear, its SS21 collection takes a more refined approach. However, Bel-Air Athletics still maintains its signature style by combining sportswear and streetwear elements.
The partnership with Selfridges has elevated the brand’s aesthetic by moving from limited capsule collections to larger seasonal offerings. Bel-Air Athletics now offers a range of “smart athleisure and elevated basics,” which exude a premium feel. Notable pieces from the collection include Italian-made logo T-shirts and tracksuits, printed blazers with Paisley print lining, and embossed hoodies.
To further promote the collection, Smith has joined forces with the London Lions basketball team. This collaboration aligns with the team’s mission of making basketball a mainstream sport in the UK. Smith expressed his enthusiasm for the launch and emphasized the brand’s dedication to individual style and self-expression.
The global expansion of Bel-Air Athletics is a significant achievement, and Selfridges serves as the perfect platform to showcase the brand to a global audience. Smith and his team are excited to collaborate with Selfridges and solidify their presence worldwide. This partnership also demonstrates Selfridges’ commitment to offering innovative and sought-after fashion brands.
The exclusive availability of Bel-Air Athletics at Selfridges provides customers in the UK with access to high-quality athleisure pieces that effortlessly merge style and comfort. With Will Smith’s iconic status and the brand’s unique fusion of 90s nostalgia and contemporary streetwear, Bel-Air Athletics adds a compelling touch to the UK fashion scene.
Useful links:
1. Bel-Air Athletics Official Website
2. Selfridges Official Website
