Holiday 25’
Women’s Studio
”New Color Sets”

Team

Executive Creative DirectOR | Jeremey Watson
ART DirectOR | Naseema KHAN
PHOTOGRAPHY | ERIC ANDERSON

Campaign Objective

The New Sets redefined how Athleta shows up in color—introducing a bold, modern expression of monochromatic dressing designed to move with her from morning to night. Anchored in the power of head-to-toe saturation, the campaign elevated coordinated sets beyond performance—positioning them as a complete style system that seamlessly bridges training, lifestyle, and rest.

Each look was built as a full expression of color and form—flooding the frame with tonal confidence across performance, lounge, and outerwear silhouettes. The visual approach stripped away distraction, allowing color, silhouette, and the female form to take center stage. The result was a point of view that felt distinctly Athleta: feminine yet strong, modern yet timeless, and unmistakably ownable.

Through clean, graphic studio compositions and confident styling, The New Sets established a new visual language for the brand—one that pushed beyond product storytelling to define a cohesive, elevated uniform for modern movement. The campaign reinforced Athleta’s authority at the intersection of performance and style, inspiring women to embrace coordinated dressing as both functional foundation and personal expression.