Dancer and social media sensation Danielle Peazer joins new athleisure brand Lavetta as Creative Director

A new sustainable athleisure brand launches tomorrow, 17 April, called Lavetta, which has also announced that professional dancer, model and social media sensation Danielle Peazer has been appointed as its Creative Director.

Peazer, who’s workout videos on YouTube have gained over 14 million views (on her own channel as well as Icon UK) and who also has one million followers on Instagram and two million followers on X, formerly Twitter, "oversaw" the launch collection though not in any official role.

The collection consists of 12 pieces, including leggings and strappy bra tops made from soft touch, eco-friendly RENYL recycled nylon and Lycra, as well as organic cotton sweatshirts and oversized t-shirts.

Lavetta (la vetta means ‘the summit’ in Italian) is seeking "to deliver the peak of gym wear" with form-fitting and functional pieces, and Peazer is seen as the perfect fit for the brand as she is considered to be one of the UK’s most sought-after influencers within the beauty and wellness sector by global brands including Clinique, Jo Malone London, Aveda, Rare Beauty and Space NK.

Peazer trained at English National Ballet School and after graduating moved into the commercial field. Throughout her career, she has worked with some of the world's best choreographers and creative directors. During her professional career, she has performed with artists such as Taylor Swift, Justin Timberlake, Katy Perry, Elton John and Kylie Minogue.

Lavetta’s Founder and CEO is Jo Bohling, a former Marketing Director at USC (now owned by Frasers Group), where he spent almost six years between 2003 and 2009.

In more recent times, Bohling has focused on creating joint venture fashion brands for influencers and creators through his Noticed Brands company, as well as bridging the gap between prestigious brands and top-tier creators through his Yoclo company. Additionally, as a marketing consultant with The Fame Agency, Bohling has built brand partnerships for the likes of RM Williams, Gio-Goi, Harrods, Liberty, Caterham, Maserati and Alfa Romeo.

On appointing Peazer as Creative Director of Bohling said: "Danielle has a rich history across dance, workouts and wellness - it is this, combined with her undoubted commercial understanding and reach, that uniquely qualified her for the position of Creative Director. Danielle will be designing future ranges as well as curating the creative aesthetic for Lavetta moving forward.”

Peazer commented: "Having seen first hand over the last decade what is involved in maintaining and growing a brand, specifically in the activewear space, it was always a role I had aspired to achieve. It's the perfect and natural way for me to bridge the gap from being a content creator to a role with the responsibility of being a Creative Director.

"In addition to that, I learned very early on about the specific ethos of Lavetta, in terms of their sustainability promise plus the mission to create high quality garments that look and feel great. This aligns so well with not only what I look for myself as a consumer, but also what I want to continue to provide as the brand grows and is enjoyed globally.”

Lavetta will initially be a direct-to-consumer brand selling from a website, though there are plans to move into wholesale over time. Retail prices for the launch collection range between £35-85.