Project Runway Designer and Fitness Expert Collaborate on a New Fitness Wear Category: Introducing the Crossover Concept

NEW YORK, Nov. 18, 2013 /PRNewswire/ -- Turn It On™ today launches a clothing line that takes fitness wear to "every wear."

The new line from Project Runway designer Althea Harper and founder Juetta West debuts at www.TurnItOnFitness.com.

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".

West began her modeling career at age six and worked as a runway model for designers such as Bill Blass, Oscar de la Renta, Bob Mackie, St. John, Adrienne Vittadini and Mary McFadden.  West also was a cheerleader for the Cincinnati Bengals.

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

"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.

"Our #1 goal is to help women look and feel beautiful," said West. "We want every woman to Turn It On and Look Fab!"

About Turn It On Fitness LLC
Project Runway alumna and New York City fashion designer Althea Harper partners with Maui's Juetta West, a former runway model and fitness enthusiast, to create an innovative line of fitness wear for women of all ages called "Turn It On™". The concept is simple, yet almost non-existent in today's athletic wear market place – stylish, flexible, high quality clothing inspired by looks from the fashion runway. Each item can cross over from the locker room to the boardroom. Turn It On Fitness LLC is based in Dayton, Ohio. The company manufacturers its products in the USA at a woman-owned firm.

Turn It On Fitness LLC
1563 East Dorothy Lane Suite 101
Dayton, OH 45429

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SOURCE Turn It On Fitness LLC



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