En Pointe: Could Dannijo's #Boxerina Be the Next Fitness Craze?
The Dannijo sisters, Danielle and Jodie Snyder, got a ton of press for their Fall #Boxerina-themed jewelry preview last Fashion week but what started as inspiration has transcended into something very real. "We wanted the release of the Fall collection and the whole activation around it to be experiential so it’s not just amazing jewelry and how to wear it, it’s here’s how you can participate in our world," says Danielle, co-collaborator of Dannijo.
The sisters started by bringing their influencer friends like Sophia Bush and Hilary Rhoda (pictured above and below with Danielle and Jodie Snyder) to name a few to a 45-minute high intensity workout class that they are calling #Boxerina. It's a combination of pilates, ballet, yoga and boxing led by their fitness mentor Carlos at the Tribeca Sports Center in New York City. "All of these women are people that we look up to as strong and powerful. And they aren’t just obsessed with fashion," says Danielle.
She adds: "The longer we have the company, the more important it is for us to breathe new life into the brand and the brand’s DNA, so coming up with these experiences and taking bits and pieces of what we personally love to do and injecting it into the collection to make it part of our brand’s experience is definitely the direction that we’re headed."
To check out Dannijo's dreamy #Boxerina Fall/Winter 2014 collection, head over to dannijo.com.
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