Once the class starts, the peace and quiet does not exactly prevail, as some people keep their cell phones by their sides, texting in between poses while others occasionally whisper to their neighbor.

The boisterous scene at Yoga to the People is a stark difference from the disciplined, spiritual and meditative yoga that existed in the past. As yoga has become more modern, it has also increased in popularity, especially among young people. The number of people practicing yoga jumped from four million in 2001 to 16 million in 2008, and about 40 percent of those people are 18-24 years old, according to the Yoga Journal.

While yoga used to be about the individual, Generation Y has transformed yoga into a social form of exercise. Millennials have adapted yoga to fit their social needs, coming to class with their smartphones, friends and clad in designer yoga attire.

“There is more emphasis today on the physical practice and less on meditation and the more reflective practices,” said Annie Carpenter, a Yoga Journal Mentor Expert and teacher for 25 years. But yoga for the young is just as much about stretching your body as it is stretching your social circle. “Our lives are so isolated by technology that we crave connection and need a place to meet and share with like-minded people.”

But not everyone finds the social scene at the studios to be beneficial. Some are put off by the constant jabber.

“A lot of studios are distracting nowadays,” said Brooke Laland, a 20-year-old student. “It’s usually just a bunch of college-aged people talking about how drunk they were over the weekend, sitting with their cell phone at their mat.”

Yogis of Generation Y have not only incorporated their socialization into the practice, but their obsession for designer goods as well. A t-shirt and shorts no longer suffice for the designer-conscious members of the younger generation.

Lululemon, a pricey but popular yoga retailer, saw their revenue grow 57 percent last year. Popular retailers like Gap, Nike and Nordstrom are now adding a line of yoga attire to their stores, hoping to benefit from the large group of yogis who are not only practicing more, but trying to look the part in their $100 yoga pants.

With a social scene and pressure to look good comes a desire for status. Yoga has become associated with celebrities like Madonna and Lady Gaga and is seen by many Gen Yers as trendy.

“It’s an image thing, not only because you are trying to keep up your physical appearance, but because you are also trying to keep up another type of appearance, like walking around with your yoga mat and wearing Lululemon,” said Laland.

Williamson has limited her food purchases, walked the mile and a half to class instead of taking the subway, and skipped going out to bars and clubs in order to save up for her beloved Lululemon yoga pants and a new pair of designer jeans.

She, and other Gen Y women have grown up on brands just as they came of age with Nick at Nite, Beanie Babies, and slap bracelets. They sought out designer buy goods as early as middle school, first with $150 Kate Spade bags, soon after with $80 Juicy sweatpants and finally with $160 designer jeans. Over the years, Gen Y has become hyperaware of designer labels.

Although the recession has hurt premium apparel brands, they continue to find favor among fashion-conscious, Gen Y women who, so long as companies tailor their marketing strategies appropriately, are buying into affordable luxury.

Branding expert and author Rob Frankel believes that successful lines play to the desire for designer labels. “A big difference from traditional spending is that brand is far more important today than ever,” said Frankel, whose book, “The Revenge of Brand X,” instructs companies on effective branding strategies. He believes that Williamson, who is cutting back, is part of a minority. “Today, consumers will either go into debt to buy their chosen brand — or prefer to do without.” Frankel added.

Whether or not they are going into debt, members of Gen Y have enormous spending power. Adjusted for inflation, they spend five times more than their parents did at the same age, according to “Why Y Women,” an October 2009 study of Gen Y women’s influence on lifestyle trends prepared for Sugar Inc. by Radar Research. Gen Y spent more than $120 billion in 2007, found a recent Harris Interactive study.

With all of these dollars leaving Gen Y’s wallets, there is little doubt that the group is passionate about shopping. They spend more time at the mall, are surrounded by product placement, and are unwilling to repeat the same outfit, said Jayne O’Donnell, a retail reporter for USA Today. “One girl said to me, ‘if I’m going to post something on Facebook on Friday, I can’t be wearing the same thing the next Friday in my photos,’” said O’Donnel, who also co-authored “Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail.” With more people watching, the pressure to consistently debut a fresh, impressive style has shot up.

To attract Gen Y shoppers, apparel companies must spice up their images. “Especially during this time, brands really have to focus themselves as providing something unique,” said Kwesi Blair, a senior associate at Robert Burke Associates, a New York luxury consulting and brand development firm. “It’s really going to be about, ‘Why should I get this brand over something else?’” Blair points to Tory Burch, defined by its emblematic $195 shoe, the Reva ballet flat, as an example of a company that has made itself stand out.

For affordable luxury brands wishing to distinguish themselves, digital marketing campaigns are a must. Coach has ramped up its Facebook page, which now has over 470,000 fans. D&G is a heavy presence on the Dolce & Gabanna Facebook page, and Tory Burch updates its Facebook page daily. All of these brands are on Twitter.

But, even with this slew of changes, old-fashioned quality reigns supreme. “It’s more worth it for me to invest in something I know I will have forever and ever than to buy cheaper, trendier pieces that may fall apart after one wearing or that I’m not sure I will like after a few weeks,” said Courtney Griffin, an NYU junior whose closet is filled with pieces from Marc by Marc Jacobs, Juicy Couture, and Free People. All three of these labels fit into the affordable luxury category, with prices ranging from $90 to $500.

Ultimately, young female shoppers are responding well to the ways in which the fashion world is accommodating their desire for affordable luxury. “I don’t necessarily make any sacrifices to wear designer clothes, but I do try to be smart about it,” added Griffin.