This fall, iconic legwear brand Hue launched its vibrant new Color that Moves You campaign, partnering with the boundary-pushing dance collective Moves NYC to spotlight how color, confidence, and creativity come alive in motion. The initiative marks a decisive step for Hue and its parent company, Kayser-Roth, as they reimagine the ordinary tights, leggings, and socks category with an unexpected blend of movement, artistry, and community.
Why Dance? Why Now?
As brands scramble to break through the influencer overload of ‘get-ready-with-me’ content, Hue looked to dancers, rather than conventional fashion influencers, to showcase their products in motion.
Julia Townsend, President of Kayser-Roth, explained that partnering with Moves NYC enabled Hue to seamlessly merge culture, dance, and fashion, creating an impact that extended well beyond social media. The collaboration with dancers, rather than traditional influencers, redefined style as a form of expression, turning color into movement and showcasing how confidence truly comes alive in motion.
The partnership is a natural fit. The brand first sold hand-dyed satin ballet flats before expanding into legwear that would become beloved by dancers and fashion insiders alike.
Campaign Highlights: Color, Comfort, and Community
- The campaign features Moves NYC dancers testing the durability, stretch, and color pop of Hue’s tights, socks, and leggings during live rehearsals and video shoots.
- Primary visuals, including TikTok, Instagram, and OOH (out-of-home) placements, showcase how products handle the leaps, stretches, and artistry of dance, blending New York cool with joyful self-expression.
- Products like the Ultra Soft Denim Legging in Tango Red, Purple Pennant, and other bold tones are featured prominently for their versatility, transitioning seamlessly from street to studio.
“Color That Moves You” in the Dancer’s Words
Julia Townsend noted that the campaign highlights how dancers transform color into a living expression, bringing Hue’s vibrant palette to life through movement and confidence. She added that the collaboration celebrates the way dancers effortlessly mix and match Hue’s colorful tights with their rehearsal looks, capturing the energy of real bodies in motion while proving the brand’s products are made to move with them.
Lauren Gerrie and Marisa Competello, founders of Moves NYC, appear prominently in the campaign visuals that It’s easy to pick up on Hue’s energy, these colors make us want to dance. We’re used to tights being part of rehearsal, but they’re now fully a part of performance and self-expression.
Legacy, Roots, and the Modern Audience
Hue’s roots are central to the campaign.
The company also chose to partner with a dance school as an ode to its roots. Hue was founded in 1978 and started out by selling satin ballet flats.
By highlighting real dancers from Moves NYC, Hue reframed its heritage for a new generation, focusing on everyday confidence, inclusivity, and self-expression through bold, playful styling.
Impact and Innovation
The Color that Moves You campaign stands out in a crowded space by merging dance, fashion, and content creation, demonstrating the longevity and comfort of Hue’s pieces under the most demanding conditions. Video spots show dancers combining vibrant tights and classic neutrals with their favorite rehearsal looks, underlining the brand’s promise: Move freely in Hue. New colors. New styles. Same comfort you love, now in motion with the Moves NYC Dancers.
Moves NYC expressed pride in partnering with Hue, noting that the collaboration helped elevate the brand across multiple categories, including leggings and tops, tights, sleepwear, activewear, loungewear, and socks.
