Athleta is constantly stretching what clothing can do.

In this fall’s catalog, Athleta introduced Sculptek denim, an uber-stretchy jean alternative. (Noticeably NOT called “jeggings,” which evokes the jiggly imagery of Jello and jellyfish—nothing sleek or toned.) In dramatic poses, a dancer, a cross trainer, and a yogi (with three different body types) show that these jeans promise all the flexibility and comfort of standard exercise leggings…but with the hipness of skinny jeans.

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With all of the athletes on a white background, wearing black sports bras, simple updos, and minimal accessories, the jeans are clearly the common denominator, the subject of interest. Names, set in a serif face, in all caps, contrast boldly with geometric sans serif details. As we saw yesterday with Athleta’s site glitch, the choice of typeface can make a big difference in communicating the values of a company and who they seek to serve. These typefaces look elegant, but strong and no-frills. Solid hairlines look stable and firm, keeping things tidy.

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Each of these three units of information (the athlete and the text description) is arranged in a triangle, with the longer description about Sculptek denim placed as a unit itself to complete a circle. Notice that the two figures with more horizontal and stabler postures are placed at the top and bottom. The resulting layout is balanced yet active…a combination of adjectives well-fitted to Athleta’s brand.