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Athleta Crushes It at New York Fashion Week

Design, CompanyGap Inc. blogsComment

Activewear and couture went from holding hands to fevered romance this week at Athleta’s New York Fashion Week runway debut.

The “performance mixing” show – choreographed by Luam Keflezgy¬ (her super-star client list includes Beyoncé and Britney Spears) – put Athleta’s “new fuel for a life in motion” design philosophy to music: pulsing techno, jazz, and hip hop.

Breakdancers, ballerinas, yogi is, and fitness models– in stretchy ombré tights and tie dye sports bras–flipped, bounced, and jogged down the stage.  Synchronized aerobics was duly represented.  What’s the message behind all this movement?

Active women need all-day pieces.  Clothes that transition from gym to office to grocery shop or school pick-up, Nancy Taylor, Athleta’s Senior Design Director, said. “Not a separate wardrobe,” said Taylor. “She doesn’t want to change her clothes five times a day.”