On the heels of her 30th-birthday extravaganza in Ibiza and an Italian vacation so decadent it put the Bezos-Sánchez wedding to shame, Dua Lipa is back to work. Wasting no time at all, the pop star turned literary influencer is apparently also a corporate Pilates princess now. While stopping in New York for her Radical Optimism tour, Lipa launched a new fitness venture via a super-exclusive Pilates class, which I was not invited to. There, she showed off her abs and gushed about the medieval torture device of the wellness world: the reformer.
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In an interview with Vogue last week, Dua announced that she’s getting into the reformer biz: She has joined Frame Fitness as a co-founder and chief creative officer, noting that Pilates gives her “instant results.” She added, “I’m in heels all the time, so my core is incredibly important. You’ve got to have a really strong core because if you have a strong core, then you’ve got a strong lower back, and so therefore that really helps when you’re dancing and you’re up on your feet for a very long time.” Therefore!
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On Monday, the brand issued a press release confirming that it has enlisted Dua to “reimagine the brand’s aesthetic and direction.” That’s a lot of fancy words to basically say, “Dua likes Pilates, and she is very famous, so she’s going to sell some reformers.” I guess you need a little star power to help move product when you’re selling an at-home Pilates reformer for $4,999.
I will say that getting this particular pop star involved was a very smart move on behalf of Frame. Dua and her ability to do a headstand on a paddleboard are, unfortunately, very compelling. Despite my deep hatred of Pilates as a form of exercise, I’m considering clearing out space in my bedroom.
