New Collection Fuses Fitness and Fashion

— November 18, 2013

Turn It On launched a clothing line from Project Runway designer Althea Harper and founder Juetta West that takes fitness wear to "every wear."

After a lifetime devoted to fitness and fashion, West is collaborating with Harper to show women of all ages a new style of fitness wear that transitions to "every wear."

According to West, fitness apparel design has centered on fabrics and basic styling, but not fashion.

"We've created an innovative category of fitness apparel called Crossover," West said.  "The concept of Crossover provides runway style to fitness wear so the clothes won't scream, 'I just came from the gym' when they're out on the town."

Harper, a Project Runway finalist, created the line for Turn It On by combining high-quality performance fabrics with on-trend fashion. The result is a collection that can go from the gym or tennis court to the office, a lunch date or an evening out.

Before Turn It On, there were some quality fitness lines, and some fashion forward lines, but none that combined quality with fashion, Harper said.

"We pay extraordinary attention to fit," Harper said. "Our fit and styling are flattering to the figure as well as functional in performance."

The Turn It On debut collection includes tops, pants, a skirt, a jacket, and accessories. The pieces are designed to "crossover" with a woman's wardrobe when she simply adds accessories and heels, West said.

For instance, the Knockout Top is true to its name with a one-shoulder design offered in black or now-trending green. The Paleo Top adds a fashionable touch with ruching and an attractive "V" neckline. Dress up the tops with scarves and accessorize with jewelry, or layer them with jackets.

Turn It On garments are designed and styled to elongate a woman's figure. Pants are cut higher on the hips with a flattering "V" waist line in the front and back. Trade your gym shoes for heels and wear the pants anywhere.

The Reformer Jacket in classic black or hot color blocks, nips in at the waist to enhance the figure, yet adds coverage in the rear to hide any problem areas.

"Take along Turn It On in your carry-on for a weekend trip," West said. "You won't need to pack much else other than accessories and heels."

West, an Ohio native, lives in Maui, Hawaii where she dedicates her life to fitness, fashion and nutrition. Now in her 50's, West frequently is approached by women for advice on how to stay fit and look fashionable. Their questions inspired her to launch Turn It On. The company's website, www.turnitonfitness.com, includes Girl Talk, a blog where West and Harper share fitness, nutrition and fashion tips with women.  West wants to walk beside her followers in a community dedicated to fashion and a healthy lifestyle.

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