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Here’s Everything We Know About Ciara & Russell Wilson’s New Fashion Brand
Rich Fury/Getty Images

Here’s Everything We Know About Ciara & Russell Wilson’s New Fashion Brand

LITA by Ciara is proving that love is the answer, one outfit at a time.

Ciara

Ciara has built a life that many of us admire and envy at the same time. She is a loving wife, mother, and friend with a hugely popping career. She balances all of the above so gracefully, managing to insert 'super' in front of all of her labels. Over time, both her and husband, Russell Wilson, have built an impressive portfolio, from venture funds, to insurance, to charity and more, and now, they are adding 'fashion designer' to the resume, as the duo welcomes LITA by Ciara.


It's founded by Ciara, husbae Russell Wilson, and former Lululemon CEO, Christine Day.

Announced in December of 2020, Ciara decided that she wanted to make LITA, a luxury fashion brand that has a mission beyond just selling t-shirts.

"We're not only doing the fashion part. We're also combining the passion for fashion but also the passion for impact. That was really important to both Russell and I and also Christine in creating our company. There has to be more to it than fashion."

LITA shares space under the umbrella of the House of LR&C, with Good Man Brand, which Wilson founded in 2016, Human Nation, a gender neutral apparel influencer vibe, and Dare To Roam (DTR), a line of chic minimalist backpacks and accessories crafted from antimicrobial nylon. They decided to merge fashion and philanthropy with their launch of the parent company, but now LITA, is speaking strictly to the ladies and most importantly, falling in line with the other brands who's looking to appeal to younger shoppers who are socially minded.

Three percent of each purchase goes to the 'Why Not You Foundation,' which Wilson founded in 2014.

Before any money touches Ciara, Christine, or Russell's pockets, three percent of sales are donated to the foundation, which supports organizations that provide kids with educational resources and raise money to cure and treat pediatric cancer. Ciara opens up to ELLE about the process, saying:

"It's more than an opportunity to create cool fashion designs and to keep my ladies fly and fashionable around the world. There's also this great opportunity to make a difference together, hence we give back 3 percent of what we make. We're a give back first company."

She continues:

"Having the opportunity and platform to do all of that good is a big part of the 'why we do this.'"

The collection is priced between $68-$895.

Ciara is looking out for our purses, ladies! She kept the prices extremely affordable for the everyday woman, something she says was a focus of hers.

"My ultimate goal for LITA is to be a woman's best friend in fashion. I'm a high-low kind of girl, and so I've been able to pour some of that influence into the line. I'm also a tomboy, so there's going to be a little bit of edge and attitude in all the pieces. LITA is for the woman who wants to be fly but doesn't have to spend a crazy amount of money."

At the end of the day, Ciara wants us to know, that LITA is all about love, first.

Each garment is carefully crafted throughout the collection, down to the materials used. And according to Ciara, sustainability is one of the greatest acts of love consumers can practice right now, which is why LITA uses conscious materials that will last.

"At the house, you don't have to sacrifice fashion to be sustainable. We're thinking about durability. Factoring sustainability into every part of the process and putting love into every part of the process was really important. And being able to have an environmental impact at the same time. It all comes back to love."

We're proud of you, Ci!

LITA by Ciara is officially live and available for purchase on their website.

Watch Ciara and business partner Christine Day, discuss the brand below:

Are you a member of our insiders squad? Join us in the xoTribe Members Community today!

Featured image by Rich Fury/Getty Images

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