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AW13: The New Collection Preview

posted on Wednesday, 1st May 2013 | find under Fashion , Nutrition
Last week, the UK’s top fashion journalists and fitness bloggers attended our AW13 Press Showcase. Unveiled in London's Soho, the new collection due to launch in July was an unparalleled fusion of fashion and technical wear across ranges including ski, yoga and dance.

The AW13 journey began when Creative Director Tamara Hill-Norton visited San Francisco’s Chabot Space and Science Museum. The ‘Beyond Blastoff’ exhibit revolves around life in space, from compression suits to old spaceships and accounts of the difficulties that the aspiring astronaut faced in space.
“We always try to look at strong female role models – pioneers even –  when we are designing a new collection, to strengthen our quest for female empowerment,”  says Tamara, and this is evident in the new season collection with its focus on structured shapes and fabrics that really allow you to go the distance in your training and look feminine at the same time.
This season the Sweaty Betty design team have focused on Nu-Rave neons, Day-glo and Bauhaus colour-blocking – think geometric and asymmetric prints in statement primary colours. With bold colours and unique patterns, AW13 is the most conceptual and directional of collections to date.
Autumn also sees a renewed collaboration with Cowshed, bringing a custom-made bath & shower gel and body lotion into stores. Lemongrass, ginger and rosemary scents are a welcome post-workout wind-down.
The AW13 collection will be available to buy in-store and online from July 2013. To find out more about the new season collection, in-store events and the Sweaty Betty community, sign up to the newsletter.
By Nicola Fisher - 2nd May 2013
Really looking forward to the new AW13 range. Sweaty Betty is one of the few sporting clothing lines that flatter but are not just aesthetically pleasing! The clothes are well made and perform/last no matter what im doing (bearing in mind at the moment im hauling myself around the Peak District doing 23km trail runs!) Great Brand.
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