Columbia Sportswear didn’t get so popular without some clever marketing and equally clever design to back it up. After spending 16 hours surfing the manufacturer’s booths at the winter Outdoor Retailers show, it was easy for me to get a little cynical. Are there really major noticeable differences between 500 fleece jackets or 200 different pairs of hiking socks?

I capped the show off though with something that reminded me why there’s a lot to celebrate about the current crop of wonder apparel: a fashion show from Columbia. The company slid me into a VIP seat next to the runway where I could be dazzled by their form-meets-function collection for women that will be hitting the stores this coming fall.

I gotta say I like their attitude. They say this collection is for the “it girl” out there, who may be in her 20s but may be a 40-something mother. She bikes, she snowboards, she hikes, but she works, she pounds the city pavement, and she runs errands. What she wears needs to be comfortable and warm but look good. Her clothes need to do more than one thing. They need to do what they promise without a lot of fuss.

That’s my paraphrasing of a more finely-tuned marketing message, one you’ll surely have seen a lot of by this time next year. Based on what I saw, touched, and tried on, however, they back up the hype with great technology and design.

Enjoy the fashion show video above, especially if you thought that being warm in the outdoors and looking great had to be mutually exclusive.

For more on what’s out there now, visit Columbia.com or search for Columbia at your local retailer, REI.com or Backcountry.com.