Jenna Dewan Tatum Becomes the Face and Ambassador of New Danskin Campaign

Jenna Dewan
Photo: Axelle/Bauer-Griffin/FilmMagic

Jenna Dewan Tatum is making moves. The dancer-turned-actress has been tapped as the new spokeswoman for Danskin, with Tatum also serving as the face and ambassador of the brand.

As the 35-year-old Supergirl star geared up for her first shoot for the campaign, her stylist and longtime friend Brad Goreski styled her, and Jen Atkin managed her mane for it, according to Women's Wear Daily. The site reported that the shoot took place in an industrial loft building in the Arts District of downtown Los Angeles, and Tatum hit several dance moves in a hot pink sports bra, black spandex shorts, and more.

"Most photo shoots are a beautiful dress, a natural location and poses," she told the site. "Because I am a dancer, they were like, 'We want you to dance and leap and twirl and bring out all your technical dancing from way back in the day.' I felt really free and had a blast."

The move marks the first campaign for Danskin since 2013, with the collection featuring active apparel, dancewear, bodywear, and more, ranging from $20 to $54. Strappy bodysuits that double as streetwear and motivational graphic T-shirts are just a couple of the items that will be featured within it.

"Jenna is such a good fit as we reposition the brand," Carolyn D'Angelo, parent company Iconix's executive vice president of brand management and marketing services, told WWD. "We love that she represents the new mom, with a young daughter, and she's a dancer with a busy life," she continued, adding that Danskin wanted to expand on a "strong casual, lounge and ath-leisure business."

As for Tatum's decision to sign on to the campaign, the mom said, "I started dancing at age five. My first leotard was a black Danskin." She added, "When this call came around, it was the fastest yes I've ever given. I always wish I could be dancing more, so I look at this photo shoot, where I'm able to bring my dance background to it, as more fun. I'm more comfortable and I feel confident. It reminds me of my youth and what I loved to do."

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