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Each morning, wherever they are in the world, Meg He and Nina Faulhaber wake up, get dressed and strike a pose — before sending a shot to thousands of followers with a snap, filter and click of their smartphones. The twentysomething fitness fanatics, who met in 2010 as analysts at Goldman Sachs, are launching an online workout-wear brand called ADay for millennial women. Shunning traditional marketing and advertising routes, they use Instagram and other social media to model their fashion line in a series of glossy shots, be it boxing on the rooftops of Berlin or strenuous yoga stretches on LA sidewalks.

“It is our way of building our story for fans of the brand, by showing ourselves to be spontaneous, nomadic women — the people we imagine our customers to be,” says He, a Beijing-born Stanford MBA graduate who spent several years at a clothes-swapping start-up.

He and Faulhaber, a former German gymnast and venture capital associate, have joined a slew of fashion start-ups that are bypassing Silicon Valley when establishing a home base. “It was obvious what side of the Atlantic we wanted our headquarters to be on,” says Faulhaber. “We knew that we had to be in London if we wanted our brand to gain real traction — it is now the fashion start-up capital of the world. And when we took the plan to our investors in both Europe and the US, they agreed.”

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