The Gap Inc. division is striking up a better balance between performancewear for yoga and training and 'all-day lifestyle' fashions.
“Customers want a wardrobe that provides a seamless transition between workout and lifestyle,” said Ebru Ercon, vice president of design for Athleta. For a wardrobe like that, “layering is incredibly important,” Ercon added. “Women don’t want to feel compromised or uncomfortable.”The Rituals intimates collection launches Sept. 20 on Athleta.com and will include bikini, boy short and thong underwear in inclusive sizing from XXS to 3X.
At a showroom in Manhattan’s Flatiron district, Ercon showed off Athleta’s new fall collection beginning with quick drying and wicking workout wear including flat pants and tops. Over that, “cocoon” hoodies, long-sleeve shirts with thumb holes, and long, down quilted vests and short jackets can be worn.
“As a customer-focused brand, we are consistently engaging with and listening to her needs and know the intimates category is growing,” Felix del Toro, Athleta’s chief product officer, said in a statement. “By introducing the Rituals collection, we are inviting even more customers into our brand and giving her an opportunity to build a complete wardrobe at Athleta layer by layer.
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