Fitness, Fashion and a Famous Face

On September 3, the day after Labor Day, JustFab launched Fabletics, its new activewear line whose spokesperson is Kate Hudson, the picture of the modern-day superwoman. Fabletics follows JustFab's monthly subscription model, offering fitness buffs high-performance apparel on par with brands like Lululemon Athletica and Lucy. For five weeks, I worked on writing all copy that appears on the site, some that doesn't yet, and customer-facing emails and other communications, including the "How It Works" video script. (Click images to enlarge)