Photos and text courtesy of Athleta.
Athleta, the premier fitness fashion brand for women, hit the fashion week scene for the first time on Wednesday, September 3rd with a performance, ‘Crush of Adrenaline’, showcasing the fusion of fitness and fashion in a way never seen before.
The adrenaline-fueled performance consisted of a series of sequences choreographed by world renowned choreographer Luam Keflezgy (who’s worked with the likes of Rihanna, Kanye West, Beyonce and Brittney Spears); and styled by New York Stylist, Marie Claire Senior Fashion Editor, E! News and TODAY show fashion correspondent – Zanna Roberts Rassi. ‘Crush of Adrenaline’ displayed athleticism, movement and power in an inspiring beautiful way. The show took place in an over-sized two story installation created to showcase the highest degree of performance.
“We’re at a time where there is a major trend happening where fitness is having a huge influence on women’s fashion. Women are now wearing performance pieces in their everyday outfitting. We see this as a huge opportunity for Athleta, and are excited to showcase the incredible versatility of Athleta’s performance and lifestyle products during our fashion week event,” Nancy Green, President of Athleta at Gap, Inc.
‘Crush of Adrenaline’ featured products from Athleta’s Fall ’14, Winter ’14 and Spring ’15 collections, along with a series of exclusive anoraks designed specifically for the fashion week show.
Location: SIR Stage37 – 508 West 37th Street New York, NY 10018