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Demi Lovato looks over her shoulder as she advertises her original Fabletics line; October, 2017.

Demi Lovato's New Fabletics Line To Aid COVID-19 1st Responders

Demi Lovato | Facebook
By Alyssa McCraw

Demi Lovato considering shelving her latest venture due to the coronavirus pandemic. But then, she viewed it as an opportunity to help.

The 27-year-old singer announced a renewed partnership with fitness brand Fabletics on March 31st. Her social media statement said that a percentage of proceeds will go directly assist the needs of first responders.

"I've been working hard behind the scenes for months on many new, exciting things," Lovato wrote, "including my brand-new collection with Fabletics launching April 2nd that I've been eager to share."

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Demi Lovato looks deeply into the dressing room camera; March, 2020.
Demi Lovato | Facebook

"Recently, we've watched our world change and have thought hard about holding off on the launch. After sitting down to reflect for a few days, we realized there's no better time to inspire others with my capsule, which has always been about channeling your inner strength."

Fabletics, founded by A-List actress Kate Hudson, opened for operations in 2013. Lovato first began working with the brand in 2017. Ahead of her first fitness release, the "I Love Me" singer spoke to Billboard about how it their budding business relationship began.

BEVERLY HILLS, CA - MAY 10: Singer Demi Lovato and actress Kate Hudson arrive at Demi Lovato Launches Fabletics Capsule Collection on May 10, 2017 in Beverly Hills, California.
Gettyimages | Jon Kopaloff

“[Kate and I] connected, and she’s just a really cool person. So when Fabletics came to me with the offer, I knew I couldn't resist. It was something that was the perfect fit."

Proceeds from Lovato's original collection also went toward a charitable cause. In that case, it was the United Nations Girl Up initiative - now, in the midst of a global pandemic, Lovato's actions show she's still got good on her mind.

"I'm pleased to announce that $45 for every item sold will provide crucial gear to frontline workers," she said on Tuesday.

Demi Lovato stuns in chic black in front a private plane during an add to support Save The Children; October, 2017.
Demi Lovato | Facebook

"[We will be] pledging up to $125,000 now through June 30 to support the COVID-19 Solidarity Response Fund for the World Health Organization, powered by the United Nations Foundation."

Lovato further encouraged that "it's so important for us all to feel empowered, invincible, and strong from the inside out."

"My collection is designed to do just that," she continued. "Uplifting you with bold colors and amazing contouring for the biggest confidence boost. I love how these styles make you feel so supported when you put them on."

Demi Lovato rocks 'The Champ' from her Fabletics lines; November, 2017.

In the days since her line's launch, Lovato has exchanged her usual moody-slash-music-related posts for that of vibrant product placement - and her new tone has definitely been on brand! She concluded by inviting Lovatics to accompany her on a "journey to project positivity, build inner strength, and boost each other up."

"This is our chance to help the people in our community who need it most during this extraordinary time."

Check out 'Demi Lovato for Fabletics' here!

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