Shape magazine has launched a new iPhone application to help women fit into that little black dress.

The application, Little Black Dress, was developed as part of Shape?s ongoing partnership with mobile fitness developer PumpOne. Little Black Dress provides 12 total body strength training and cardio workouts for women.

?Our strategy was to offer a different kind of fitness app, one that directly links fitness to fashion,? said Sabine Feldmann, publisher and chief brand officer of Shape at Weider Publications, New York. ?Shape?s Little Black Dress has a workout for every type of dress style, so a woman can look fit and fabulous for any occasion on her social calendar. 

?A woman can be confident that the time she?s spending working out will lead her towards her goal of looking great in her little black dress,? she said.

Shape is a fitness and lifestyle magazine for women and it is published by Weider Publications.

PumpOne creates mobile personal fitness tools.

Fitting into mobile
According to Shape, the exercises in Little Black Dress are specifically designed to sculpt, shrink and strengthen a woman's figure in all the right spots to make it ideal for slipping into whichever little black dress style she wants to wear.

The application has exercises tailored to the style of dress. For example, if a consumer is wearing a halter strap dress, they can select exercises to work on shoulders and their back.

?This app helps Shape reach out to women who may be getting their fitness advice from the magazine, but who also rely on other sources when working out outside the home,? Ms. Feldmann said. ?It provides workouts for the mobile user to take with her wherever she goes. 

?This app builds the Shape brand beyond its core readership and opens it to an audience of all ages and varying fitness levels who otherwise may not be a Shape subscriber,? she said.

Ms. Feldmann said that Shape is looking to reach the traditional Shape reader and expand beyond that target demographic to reach a younger tech-savvy crowd.

The new application joins the Instant Butt Lift and Flat Abs Fast family of Shape applications that feature step-by-step still images and video and audio content for exercise instruction.

All of the Shape applications include tools that let consumers log, track and share their fitness programs with others.

Ms. Feldmann said that after going online, the mobile platform is the next step for magazines and other media brands.

?As print has expanded to the Web, mobile is the next frontier,? Ms. Feldmann said. ?Shape decided to be an early-adopter, providing expert fitness advice for today?s woman-on-the-move.

?[Mobile] is essential to building a multimedia brand,? she said. ?The modern woman should have content and resources available to her wherever she needs it, including her mobile device.?