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.
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 full-blown 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.