There is just something about color. How it makes you feel confident… How it motivates you to move… How a bright hue can make you come alive.
Using bold and deliberate color is one of the things SHEFIT is known for. It's sexy, strong and empowering, just like the women who wear the brand's Sports Bras, leggings, shorts, and more.
The secret weapon behind these motivating tones is Nicole Fonseca, SHEFIT's Executive Creative Director and Senior Vice-President of Design, one of the only color designers working in the active and athleisure business today.
"I have always been intrigued and stimulated by powerful colors that spark an emotion or memory," says Fonseca. "Color says so much psychologically."
Knowing that color choice holds so much power challenges Fonseca when creating for SHEFIT. "Everything we do for SHEFIT is bold and colorful," she explains. "What you're wearing helps you tackle the day," she adds, especially when "it's 5:30 am. You put on a neon outfit and feel more energized and empowered. Color says I am confident and ready to take on anything."
Fonseca grew up in Detroit and attended Central Michigan University, where she studied fashion design. However, upon graduation, her career took a complete left turn — rather than working in fashion, she went to work in the automotive industry.
Fashion design and automobiles may seem like strange bedfellows, but it makes perfect sense. Cars are designed two-to-three years before they are introduced to consumers. The colors, patterns, materials, and textures used in cars often influence other industries and what they produce.
"A car lasts for so long," Fonseca says. "They've been tested and feel premium. When you enter a car, there are tactile elements you interact with — subtle patterns and textures. I take these trends and interpret them to see what has longevity."
Fonseca's knack for understanding what colors and hues would be welcomed in the future made her a go-to talent, first for Mazda North American Design and then for Nissan Design America.
However, when longtime friend Sara Moylan approached Nicole about working at SHEFIT, she jumped at the chance.
"To build a company with friends is an incredible opportunity. I see their passion, and it's contagious," Fonseca shares.
Fonseca brings a freshness and expertise not readily found anywhere.
"I take my knowledge from the automotive industry and look at what will set SHEFIT apart," she says. "We look at color and technology," incorporating the best of the best into the offerings at SHEFIT. After all, "many reflective colors and pigments are designed for the automotive industry and directly influence cosmetics, fashion and product design.”
"We look at the details and the role of color and how it makes you feel," at SHEFIT, Fonseca says, adding that it is a way to express yourself. "Color makes you feel confident and comfortable. It lets you be whoever you want to be. It lets your flair shine through. It's your armor."
"Sara is so passionate about changing women's lives. If our product can make a difference, it is all worth it," Fonseca adds: "I want to make people feel good and empower women through color.”
Watch Nicole Fonseca and British pattern designer Barbeline discuss SHEFIT’s newest limited edition Fearless Florals on Facebook LIVE at 1 PM EST on June 15.