Hitting the stage with mobile devices, part of a national advertising campaign for Gap Inc. and Visa, may be new for Kochetkova, 30, but welcoming technology into something of a grand pas de deux with the discipline-obsessed world of ballet is not. Having a toe expertly en pointe in both realms is key to her rising status as a fashion darling capable of melding all the tradition of classical dance with tech savvy and a quirky, inventive sense of style.

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