For nearly five years, the CFDA has partnered with Fitbit to support emerging designers who blend fashion with innovation. Over the last three years, the PH5, Kim Shui, and Victor Glemaud designer collections have paved the way for stylish Fitbit accessories—and now, Brother Vellies is getting their turn. For this line, designer and founder Aurora James adds bold style to Fitbit Sense™ and Versa 3™. By empowering fitness through fashion, this collaboration mixes the luxury, ethereal elements of fashion with health and wellness technology that changes lives every day.

To celebrate the new collection, we caught up with the designer to hear more.

Why did you choose to collaborate with Fitbit on this project?

I’m excited to collaborate with Fitbit and bring luxury designs to their inspiring products.

Why do you think Fitbit was interested in working with you

Fitbit has collaborated with wonderful designers as part of their partnership with the CFDA and I’m flattered to join that group.

Can you share a bit more about the inspiration for this collection?

I was inspired by the idea of giving the classic scrunchie design a modern update.

What about your fitness and wellness routine? As a busy designer, how do you find time? 

I like to mix up my routine whether it’s pilates, tennis, or strength training. I also always make time to go for a walk with my dog Mr. Chow or meditate so I can feel grounded even during the busiest of times.

This is your first collaboration with a technology brand. How do you see the intersection of fashion and tech? Any predictions for the future? 

I see fashion and tech coming together more and more in the future. I love the idea of mixing the luxury, ethereal elements of fashion into the functional pieces of our lives that come along with technology.

You mentioned themes like community as key areas of crossover for your designs and for Fitbit as a brand. Are there any other themes that drew you to Fitbit and this collaboration?

Community is incredibly important to Brother Vellies and it has been great to see the different ways that Fitbit engages with and activates their community.