Healthy living is no longer confined to diets and fitness, a whole wellness ecosystem has derived from the trend thus far. Consumers are adopting a wellness inspired lifestyle, considering all elements from their personal surroundings to the fabrics that are on their bodies . Wellness, and all aspects associated, have become prominent social activities consumers feel are worth sharing online. It is apparent that “the desire to project an active and healthy lifestyle online is pushing affluent consumers to embrace luxury wellness fashion,” (Woodworth, 2018) resulting in an athleisure fashion movement. With an increasing number of consumers taking part in fitness to achieve a healthy lifestyle, an athleisure fashion trend has subsequently developed. Mintel (2017) reports that “44% of consumers bought sportswear for everyday use,” denoting even those who are not taking part in physical activities want to appear to society as though they are.
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