PRESS RELEASE
Urban Outfitters
February 4, 2025, 03:00 PM ET
FOR IMMEDIATE RELEASE
Urban Outfitters Introduces Bec – The It-Girl Athleisure Collection of 2025
PHILADELPHIA, February 4, 2025 – Urban Outfitters, the trend-defining lifestyle retailer known for its effortless blend of fashion, accessories, and home décor, is kicking off the new year with a bold step into the future of athleisure. Introducing Bec, the ultimate fusion of cool and activewear streetwear functionality, designed for the modern ‘It-Girl’ who moves through life with confidence and style. The Bec ‘It-Girl’ is magnetic. She moves differently, thinks boldly, and sets the tone wherever she goes. She’s the friend everyone watches in awe, the one who doesn’t follow trends, she sets them. Bec isn’t about reinvention; it’s about elevating and embracing the essence of who you already are.
Bec will launch on February 9 alongside Urban Outfitters’ multichannel campaign, “Bec’ause You’re You,” which will roll out across UO’s marketing, social, and retail platforms. More than just a collection, Bec is a movement that champions authenticity, individuality, and self-evolution. Bec redefines what it means to dress for a lifestyle that doesn’t believe in limits. From morning coffee runs to late-night gym sessions, this collection was built to keep up with it all effortlessly. Featuring buttery-soft sculpting leggings, cropped zip-ups, sleek bodysuits, and elevated street-style-inspired sets, Bec merges high-performance design with a fashion-forward aesthetic. These are not just pieces you wear; they’re an extension of who you are: versatile, bold, and unapologetically you.
Urban Outfitters is taking this launch beyond the clothes, curating a cultural moment built around the Bec lifestyle. The “Bec’ause You’re You” campaign is a celebration of individuality, highlighting the modern-day Gen Z ‘It-Girls’ who are shaping culture, defying expectations, and embracing their full selves.
The campaign will activate through:
✔ Creative partnerships with key tastemakers and emerging voices in fashion and fitness
✔ Creator-driven content showcasing the collection’s versatility across platforms
✔ Exclusive pop-up experiences where community meets evolution
✔ Immersive storytelling & influencer engagement that cement UO as the go-to athleisure destination
UO is tapping into the power of social influence, bringing together a curated lineup of Gen Z’s most captivating personalities to introduce Bec to the world. Mega ‘It-Girls’ Emma Chamberlain, Quen Blackwell, and Kayla Itsines will be at the forefront, unveiling the collection through first-look unboxings, styling tutorials, and exclusive content. To mark the official launch, these ‘It-Girls’, alongside other key voices in fashion and fitness, will take center stage at the ‘Bec’ause I Am’ live event, an invite-only experience where they’ll share what makes them the ‘It-Girls’ of their generation.
“At Urban Outfitters, we believe in evolution over reinvention,” says Shea Jensen, President of Urban Outfitters. “Bec isn’t about chasing trends; it’s about owning your confidence and stepping fully into your power.”
This isn’t just another drop, it's an invitation. Bec is for those who embrace their individuality, who evolve without apology, and who understand that confidence isn’t just worn, it’s lived.
Join the club. Where You’re You. Welcome to Bec.
To learn more about Bec, click here.
About Urban Outfitters
Urban Outfitters is a lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity, and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores across the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories, and home product assortments. For more information, visit Urban Outfitters.
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