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Published
Apr 27, 2021
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Will Smith launches Bel-Air Athletics in Selfridges

Published
Apr 27, 2021

Will Smith has launched his Bel-Air Athletics label in the UK via Selfridges. Originally unveiled two years ago and named after The Fresh Prince of Bel-Air TV show that made Smith a massive star in the 1990s, the line first referenced 90s themes as well as the growing trend for active-into-daywear.


Bel-Air Athletics



The 90s homage has been toned down for SS21, but active-meets-street remains a key focus for the pieces that are now exclusively in Selfridges in the UK. A more premium feel also sees the label shifting from capsules to larger seasonal “smart athleisure and elevated basics” collections.

Key pieces include Italian-made logo T-shirts and tracksuits, printed blazers lined with a Paisley print and embossed hoodies.

Smith has also signed up the London Lions basketball team to model the collection and that link-up neatly syncs with the team’s aim of making basketball a more mainstream sport in the UK.

Voice Online quoted the star saying of the launch: “Bel-Air Athletics was created out of love for the idea of the come-up, for anybody and everybody that could relate to stepping into new environments, new challenges, new spaces and making them your own.

“The most important thing for us as a brand has always been putting your own individual spin on style and what it means to put your own flavour into fashion.

“The entire Bel-Air team is thrilled to grow our global imprint and continue to tell our story worldwide, and there’s no better place to do that than within Selfridges stores.”

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