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Putting the haute into sportswear

February 11, 2015


Skinny and photoshopped models are a thing of the past, and so is the division between activewear and fashion. With their weird mix of anxiety and hedonism, the anti-logo generation is challenging the fashion industry.

As luxury brands are shrinking their logos and putting the haute into sportswear, young consumers are drawn to its comfort and versatility. Activewear is suddenly chic and the gym fashion is seen on the streets again. New collections showing top supermodels like Karlie Kloss and Gisele Bündchen in sportswear are reinforcing the ever-increasing crossover of leisure clothes with the mainstream fashion. Even the mass retailers, never far behind, are again stocking their shelves with well designed activewear, while manufacturers are betting on tech fabrics and new colours to broaden the category’s appeal.

It looks like shiny tracksuits and knitted leg warmers are a thing of the past, while leggings and hoodies are gaining the momentum.


From → Leasure Pleasure

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