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US' Athleta launches The Athleta Look performance-based collection

Published: 2022-09-22

Athleta, a Gap brand, has launched The Athleta Look, a styling formula, and an eight piece performance-based capsule collection. Created for women, the brand’s teams tapped customer insights to deliver outfitting that features the same performance properties as Athleta’s technical pieces and transitions without compromising function or style.

Inclusive by design, the curated styling formula is available in sizes XXS to 3X, as well as petite and tall, Athleta said in a press release.

With the debut of The Athleta Look, the brand is launching a corresponding eight piece capsule collection to provide an easy way for her to buy and build her own look. The eight pieces translate to twenty different outfits that embrace the best of Athleta’s performance and lifestyle categories.

The eight piece capsule collection provides versatility through layering and embraces the best of Athleta’s workout wear with soft and stretchy fabrics like its Powervita fabric, but in the elevated lifestyle designs Athleta is known for. The capsule features the elation split flare tight, elation v-neck crop, ascent seamless turtleneck, retroplush cocoon hoodie, primatwill blazer, whisper featherless long vest, delancey dress and delancey straight cargo pant. The new for fall pieces come in a range of seasonally aligned colours like aspen olive, ancient mahogany and foliage orange.

“Women are looking for more functional yet trend-right clothes than they did pre-pandemic. They want the comfort of a performance product and the polish of their favourite ‘before times’ outfit. They also want a few key pieces that they will wear again and again in lots of different ways. After listening to customers, we learned there was a demand for simplified shopping. Thus, we developed this fall capsule that creates more, with less. We created a wardrobe that moves at the speed of her life,” Ebru Ercon, VP of design for Athleta, said.

Fibre2Fashion News Desk (GK)