Fitbit partners with fashion label Ten Pieces to launch edgy street fashion film at MBFWA

Fitbit, the leader in the connected health and fitness market, has partnered with renowned design house Ten Pieces at Mercedes Benz Fashion Week Australia to showcase the fashion label’s new collection, 10/31-10/40 + purl harbor x ten pieces.

Focused on simplicity, sophistication and movement, Ten Pieces collaborated with Fitbit to make its collection come to life at this year’s show in a contemporary fashion film “10,000 Steps X Ten Pieces,” featuring the newly released Fitbit Alta and Fitbit Blaze.

WATCH THE FILM

Says Maurice Terzini and Lucy Hinkfuss, co-designers of Ten Pieces: “Influenced by sportswear, our unisex approach for Ten Pieces is to create street-ready, interchangeable pieces for people who desire contemporary, yet comfortable clothing fitting for their busy lives. We collaborated with Fitbit to showcase our collection this year in an unforgettable 10,000 Steps X Ten Pieces film, a portrait of time and movement. The partnership with Fitbit was a perfect fit, as we both believe that being healthy and active is in vogue and we are inspired to provide people with versatile, fashionable options that keep them motivated to reach their health and fitness goals.”

The show was inspired by the fluid movements we create in life and in fitness, showcasing Ten Pieces clothing that give people freedom of movement while encouraging a healthy, active lifestyle – illustrated by pairing its chic designs with the latest popular activity trackers from Fitbit.

Directed by Paola Morabito with creative direction by Mark Vassallo, the film expresses this theme through a combination of activities including running, walking and dance moves like jookin, krumping and parkour. With a backdrop of dramatic sand-dunes, five models and dancers move freely in Ten Pieces clothing while they track their activity on Fitbit devices and strive to achieve 10,000 steps.

Says Jaime Hardley, senior director of marketing, Fitbit Asia Pacific: “At Fitbit, we are committed to promoting a culture of health and fitness across Australia, and around the globe. By working with Ten Pieces to highlight the functionality and versatility of Alta and Blaze, their fashion-forward collection and the 10,000 Steps X Ten Pieces film will show consumers new and compelling ways to mix and match styles to seamlessly incorporate fitness into their everyday life.”

Fitbit has announced partnerships with international fashion designers Public School and Tory Burch to develop accessory bands for devices including Alta and Fitbit Flex, providing added choices for users to align their trackers with their personal style.

Creative Director – Mark Vassallo

Stills photographer: Bryce Courtenay