Urban Fitness2022 — Works

Valeria Sechi, Italian grey hair model and pro-age endorser, is the face of the launch campaign for the “Symbiont” tracksuit by Urban Fitness, an Italian activewear brand. The shoot highlights the fit of the sportswear line and puts an over-50 body in motion at the centre, where grey hair and an urban styling work together to portray a target very different from traditional sportswear codes.

Urban Fitness is an Italian technical apparel brand focused on contemporary lines and digital communication. The campaign sits alongside Valeria’s wellness path with Virgin Active, Rigenera Microneedling, Chilly and Vichy Neovadiol.