The gym junkie generation is here and it’s taking the runways by sporty storm!
With the rise of high end designers collaborating with the fitness apparel industry, it might be time to say goodbye to your regular gym gear. The glossy black, mesh tights and candy coloured sneakers are taking over not just our gyms but our regular street garb. The generation of healthy living where coconut cures all bring you the boom of designer ‘athleisure': Athletic wear that women of all ages can wear in non athletic setting.
“It’s a trend. People of all ages are wearing their work outwear all day now, whether it’s leggings with a longer coat and scarf, or…..with a denim jacket and some high heeled boots.” Says Soul Cycle Co founder Julie rice whose clients include Jessica Alba, Kate Hudson and Khloe Kardashian just to name a few.
Whilst this fashion trend allows us to rock our comfy work out gear without a sweat bead in sight; is an undeniable blessing, not all of us are game enough to rock the tights in a club. However one shall not fear as the baseball hat is back and it looks even better with a cocktail dress or if you’re into a bit of a North West style she was recently spotted on the streets of Beverly Hills donning hers with a $3500 fur coat. Not only will you never have to have a bad hair day again but this ‘Norm corm’ trend of reviving the baseball cap pure genius lies in the fact it doesn’t need to match, in fact it shouldn’t match. So whilst we may not be Gigi-Hadid-ready for tights and tank tops, one can still jump on the sporty fashion movement with the humble baseball hat day and night all day everyday with no sun in sight.
Leggings are the new denim – CEO of Nike, Mark Parker, proclaimed at the Women’s Innovation Summit in New York City
This couldn’t be more true as the Nike-Air Yeezy project was undeniably one of the most sought after collaborations in Pop Culture. Since leaving Nike due to creative differences, Kanye West staged an unprecedented fashion show combining the third season of his Yeezy Adidas Spring collaboration with the debut of his new album, ‘The Life of Pablo’. Showcasing a vast array of models mostly African or of a mixed race in variations of neutral bodysuits, hoodies and hooker heels. Offering a modern day all purpose uniform.
West was notably the first non-athlete to collaborate with the brand, leading the way for a plethora of celebrities, such as Kate Hudson’s ‘Fabletics’ fitness line and Rihanna for Puma, along with the good old ‘KingKylie’ [Jenner].
“Wearing high end sports clothes has become a new status symbol”, says Sally Dixon, a former fashion editor and founder of a premium sportswear company. With this rise of the fashion parlance athleisure tapping into the current wellness craze it’s now ultimately cool to be healthy. According to figures from the global summit last year the healthy living industry is now worth $3.4 trillion globally, almost three and a half times larger than the worldwide pharmaceutical company – meaning drugs are out and Qinuoa is in! Girls rejoice trackies are no longer a sin!
Words by Bridget McDonnell