FASHION TRENDJOURNAL VOL. 1 FASH 503
Smalika Verma 08/04/2017
ATHLEISURE Yoga pants, tights and leggings that "look like athletic wear" and are characterized as "fashionable, dressed up sweats and exercise clothing“ is Athleisure: The New Casual. The idea is that gym clothes are supposedly making their way out of the gym and becoming a larger part of people's everyday wardrobes. It is the clothing that marries the functionality and aesthetic of active wear with the desirability of catwalk trends.
As the primary consumer of this new trend, women have become an important target in brands and retailers’ athleisure strategies.
Source: Image 1 (Nicoletta Reggio), Image 2 (Elle 2016), Image 3 (WGSN)
HISTORY
Where did it all begin? Robbie Myers (Editor-in-Chief, Elle) has a theory: Jane Fonda's famous workout tape from 1982 hinted Athleisure before it was a name. In 1998 along came Lululemon, with premium-priced yoga apparel that took to the streets. Which brings us to 2015 – Athleisure being spotted in the streets. Americans spent nearly $44 billion on so-called "active wear," up 16% over 2014. Meanwhile, denim sales have taken a hit, down 5% or more every year since 2013.
“Once upon a time there was "Casual Friday”. Now, it's more like casual 24/7. In cities and suburbs coast-to-coast, for both men and women, you see it not just on the street but in offices.”
Source: Image 1 (Jane Fonda), Image 2 (Pinterest)
CELEB CHECK From the high street fashion to entering the office culture and further moving to runways and brand endorsements, Athleisure is straightforward a trickle-up trend. Sportswear giants like Adidas and Puma have roped in celebrities like Rihanna, Kylie Jenner, Rita Ora, Cara Delevingne, Gigi Hadid,etc.
Source: Image 1 (Kylie Jenner for Puma), Image 2 (Rita Ora for Adidas)
FENTY
PUMA BY RIHANNA
RUNWAY Although, athleisure has been doing the rounds since the past two years, it is very recent that it has started to gain worldwide recognition. Designers like Alexander Wang, Prabal Gurung, Michael Kors, Stella McCartney, etc. have also cashed in the upcoming rage. Bold prints, neon colours, subtle silhouettes and easy-going comfort are the keywords for athleisure nowadays. Office goers prefer dressing down to athleisure wear in order to hit the workout post duty.
Source: Image 1 (WWD), Image 2 (Stella McCartney x Adidas), Image 3 (Michael Kors)
ALEXANDERWANG At Vogue Spring 2017 RTW, The #WangSquad took their finale lap in black tees, sweatshirts, hoodies, basketball shorts, and tearaway pants. Wang has always been in step with the zeitgeist – fit is the new sexy! Alexander Wang who just launched his sporty line for H&M told NYT, “I live in gym clothes. When you go out on the street, it’s the uniform now.” He also admitted that he is not an athlete. Moreover, Wang recently collaborated with Adidas Originals because ‘Athleisure will never die!’ With athleisure becoming more and more acceptable these days, designers are now working to create variations in this field.
Source: Vogue (Alexander Wang Spring ‘17 Collection)
EASYROUTINE Around the world, from corporate setups and otherwise, Athleisure has become an accepted style. The Easy Routine trend has grown on many individuals, so much that they willingly dispense income on such clothing. The trend has also impacted the lifestyles and design choices of men and women. Earlier, what used to be a strict environment, it has now loosened up. Furthermore, styling plays an important role in how one presents itself. Carefully coordinated attire can get the much needed appreciation.
Source: Image 1 (Bing), Image 2 (WGSN), Image 3 (Pinterest)
RETAIL SPACE Athleisure is carefully incorporated into the retail world through the use of effective visual merchandising. Not only it acts as a silent seller, it also motivates the audience to adopt the lifestyle that pushes you to be healthy. As stated on Business of Fashion, “Health and Well Being is the new Luxury.� Athleisure definitely supports this.
Source: Image 1 (Zen Sports), Image 2 (Pinterest), Image 3 (Nordstorm)
REFERENCE • • •
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Pike, Helena. "Athleisure's Winners and Losers." The Business of Fashion. 16 Nov. 2016. Petro, Greg. "Lululemon, Nike And The Rise Of 'Athleisure'." Forbes. Forbes Magazine, 16 Sept. 2015. Armstrong, Ashley. "The Rise of Athleisure: How the High Street Is Cashing in on Office-to-gym Wear." The Telegraph. Telegraph Media Group, 17 Sept. 2016. Web. 30 Apr. 2017. Studeman, Kristin Tice. "From Alexander Wang to Beyonce, Everyone's Doing It: A Look at How Gym-to-Street Became the New Uniform." Vogue. Vogue, 01 Feb. 2017. Web. 30 Apr. 2017.
Source: Cara Delavingne for Puma x Do You Campaign