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Woah: Gap's Athleta Will Show at New York Fashion Week

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Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Right in line with the increasing trend of mall brands showing at fashion week, Gap Inc.-owned athletic brand Athleta will show at New York Fashion Week for the first time this season. At a preview of the active line's holiday offerings this morning, an Athleta rep told us this moment is a perfect storm of fashion and fitness, hence the sudden jump into fashion week (and it doesn't hurt that they're in major growth mode). Visiting from San Francisco, she noted of New York girls, "I saw more workout clothes on the streets than I did sundresses."

The September 3rd exhibition will be orchestrated by Beyonce's choreographer and include athletes from boxers to ballerinas (calls to mind Dannijo's Boxerina performance last February). In addition to a private media viewing, the event will have a public portion. Trust that this Instagram-bait showring will have a dedicated hashtag.
· Gap to Open 60 New Outlets, 35 New Athleta Stores [Racked]
· Well, That Was a Weird NYFW: Empty Seats, Quiet Social [Racked]