Enter Swarovski. If there’s something the company knows a lot about, having worked with the dancesport industry for years, it’s the movement-enhancing properties of those myriad precision-cut, light-refracting facets. The crystal maison has teamed up with major movers in activewear—Juicy Couture, Kappa, Ultracor, Victoria, Mizuno, PRSR, NO KA’OI, Marc Cain, Caraa, Holster, Mariam Seddiq, Pretty Ballerinas and Roxy—to create a glam range of crystallized athleisurewear under the hashtag “#athleisurebeats.” And to put the pieces through their dance paces, Shay has shot a video of the sparkling “Hiplet Ballerinas”, a dynamic, expressive and inclusive community of dancers from the X-Factory and the Chicago Multi-Cultural Dance Center, whose skills fuse hip-hop moves with classical ballet pointe technique. Their manifesto is a rallying cry for the fashion industry: “This is the era of comfortable and socially progressive glamour: we demand to be free, to be active, to be part of a diverse community—and all while looking fabulous.” Go Hiplets!
Look out for the launch of the #athleisurebeats collection campaign in February.
Model Images: Ed Singleton
Choreography: Normann Shay
Dancers: X-Factory New York: https://www.xfactorynyc.com // Chicago Multi Cultural Dance Center: http://www.cmdcschool.org/