The Fitbit Alta, which hits stores in March and will retail for $130, targets casual wearers rather than hardcore fitness fiends. It’s part of an apparent push by Fitbit to capture a broader market of wearables, to which fashion is key.

Companies are trying to make devices that shoppers want to wear because of how they look, as much as because of what they do. Apple, for instance, has partnered with luxury brand Hermès on a $1,250 Apple Watch as it struggles to convince the fashion world that the Apple Watch is attractive.

Fashion brand Michael Kors also recently announced it will launch a line of connected products this year. “Michael Kors is known for being at the forefront of the fashion watch category, and we expect to quickly emerge as a leader in connected fashion as well,” CEO John Idol said during a call with analysts last week.

Fitbit, the industry leader in fitness trackers, risks losing customers if it doesn’t keep pace with its competitors in terms of looks. In 2014, it launched a line with designer Tory Burch, but Public School may offer the edge and attitude its previous designs were seriously lacking.

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