LEO, capturing the extra-ordinariness in everyday moments
The new HI-TEC LEO Collection has just launched. In case you’ve missed the previous LEO ranges, it was all about the celebration of women and helping them Live ExtraOrdinary. The brand campaign celebrates the extraordinariness of the everyday woman. As most women know, life has us juggling multiple roles at once. This chameleon-like lifestyle requires comfy, effortlessly cool active-wear and that’s where the LEO collection comes in.
“There is no doubt, that brands globally are capitalizing on the women’s market with specific attention being paid to self-ability and self-empowerment”, says Jo Esterhuizen, HI-TEC Marketing Director. HI-TEC appreciate all these uplifting campaigns, and it is wonderful to see such a global movement.
“The LEO campaigns are not about capturing the hero moments, but the everyday moments. The HI-TEC LEO lady is self-empowered, she is self-confident, but we want her to celebrate the entire package that she is”, says Esterhuizen.
The LEO lady is what HI-TEC call a “Jade of all trades”.
The collection is proudly designed in South Africa and explores how true leisure, street and fitness wear can come together in one piece of clothing. The soft material embraces the skin below and the bright print sparks the celebration of the strong female spirit. The purple shades are topped off with detailed feminine designs and include several layering items that will have you prepared for any type of weather. Whether you’re on your way to school, work, picking up the kids or looking for some exercise, LEO has got your back.
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