Considering that we're currently at the end of Fitness Week here at Fashionista, it's probably pretty clear that the wellness and activewear industries are making a huge mark on the fashion world right now. So much so, that one activewear brand in particular is staging a much-hyped runway show during New York Fashion Week to capitalize on its growing popularity.
Athleta, which is owned by Gap, is planning a two-story installation on Sept. 3 with two separate performances — one for the media and an evening presentation for the public. The show, called "Crush of Adrenaline," will feature the brand's apparel modeled (and moved in) by a cast of athletes that includes dancers, yogis, parkour experts and more, with choreography by Luam Keflezgy, who is known for her work with the likes of Beyoncé and Britney Spears. Lest you think that the actual clothing will take a backseat to the rest of the action, Athleta has Zanna Roberts Rassi (of E! and Marie Claire) on board to style the show.
This marks the first time that an activewear label has gone up against ready-to-wear designers on the jam-packed Fashion Week schedule, and the timing seems very right.
"Fitness is continuing to have a huge influence on women’s fashion — we see this season as an opportunity to maximize on the trend and showcase the incredibly versatility of Athleta’s performance products, both on and off the runway," Athleta's Marketing & Communications Manager Andrea Hicklin told us in an email. "The show will demonstrate how Athleta’s performance and lifestyle pieces can take you way beyond your workout."
Could Athleta just be the first of many activewear brands to take their seasonal offerings to Fashion Week? Watch this space.