Stella McCartney even makes going to the gym sexy.
Junking the traditional catwalk motif, McCartney turned an empty hall into a futuristic health club Tuesday and filled it with ace gymnasts wearing her new activewear line for Adidas.
The young women did somersaults off trampolines, performed Olympic-style feats on the balance beam, and set a fast pace on treadmills to show the clothes in action.
The steamy display of athleticism at McCartney's Olympics-themed London Fashion Week show was electrifying, especially to an audience accustomed to a more sedentary approach.
"It was fantastic, and Stella McCartney makes it very sexy and feminine," said Hilary Alexander, fashion director of The Daily Telegraph newspaper.
The show also featured two genuine Olympic gold medalists — U.S. track star Allyson Felix and British cyclist Victoria Pendleton — who were photographed near the balance beam during the show and with McCartney afterward.
No one could miss the gold medals around their necks, or the satisfied smiles on their faces. British athletes had a smashing Olympic games in Beijing, and look forward to hosting the 2012 Summer Games in London.
The four athletes sporting Stella-wear on the balance beam were also Olympians from the British team, unfazed by their move from Beijing to fashion central.
McCartney, who can do no wrong in the eyes of the British fashion world, is better known for her popular and pricey tops and dresses than for her active wear, but she has developed the "adidas by Stella McCartney" concept since 2005.
The spring and summer line for next year provides clothes for tennis, golf, yoga, and swimming, as well as an eco-friendly line featuring organic cotton and footwear made with sustainable materials.
McCartney is a committed vegetarian who refuses to use fur or leather in her designs.
"This collection tries to provide for all the needs of a modern woman," McCartney said.
There was no sign of McCartney's father — former Beatle Paul McCartney — but the music played as the crowd came in was a nod to '60s rockers, with the old chestnut "Train Kept A-Rollin" featured.
The throngs at McCartney's show could be forgiven for thinking they had stumbled into a New Age gym instead of a fashion show. Instead of champagne, well-dressed waiters and waitresses served Stella-style smoothies made of passion fruit, mangos and raspberries blended together. There were also tall glasses of grapefruit juice flavored with fresh mint.
Nobody was rude enough to ask for a Coke. It's just not done.