The age of strict workout attire is over. Big fitness brands no longer make clothes with the idea that they will just be worn at the gym. Through collaborations with fashion designers and traditionally high fashion models, fitness brands are bringing their clothes out of the gym and on to the street.
Collaborating With Fashion Designers
In order to create looks that double as gym and street wear, tailoring to a new “athleisure” style, fitness brands have hired high fashion designers and notably fashion-forward celebrities. One of the more notable brands successfully tapping into the fashion world is Adidas.
Adidas first collaborated with Stella McCartney, an English fashion designer, for a Spring/Summer collection in February 2005. The goal was to create a line that fused performance with style. The collaboration was a success and the two still collaborate today. Other designers and celebrities the brand has collaborated with include Kanye West, Mary Katrantzou, White Mountaineering, Rita Ora and Pharrell Williams.
Puma also jumped on the fashion trend in 2005, doing a collab with British fashion designer and couturier, Alexander McQueen. Then in 2014, Puma appointed the singer, songwriter and fashion icon, Rihanna, as the new creative director for its women’s collections- boosting their quarterly sales by 17.1 percent.
Nike, being fashionably late to the party, did their first collaboration with Italian fashion designer Riccardo Tisci in 2014. Although the sportswear giant had notable collaborations with artists, the company fell short in fashion while their competitors continued to up their game. This year Nike is answering the call, announcing collaborations with French fashion house, Balmain, Louis Vuitton’s Kim Jones, and Japanese fashion designer Jun Takahashi.
Fashion Models Trade in Their Stilettos For Sneakers
To further establish their new collections as fashion forward, several sportswear companies have started hiring traditionally high-fashion models to be their “brand ambassadors.”
Adidas picked up American fashion model Karlie Kloss. Nike hired American fashion model Bella Hadid, a month after Reebok hired her sister, and model GiGi Hadid. Puma hired reality TV star and model Kylie Jenner, as well as English models Naomi Campbell, and Cara Delevingne.
The big payoff does not come from these models actually modeling the clothes in ad campaigns. What the sports brands will really benefit from will be the social media presence, fan base, and attention the models receive from the media. When GiGi Hadid was photographed sporting a pair of Rihanna’s Pumas the photo was blasted on fashion sites, fashion magazines, and social media sites. Suddenly it was the most fashionable sneaker anyone could buy.
How Can I Rock the Sporty Trend?
There are endless ways to make this trend your own, so don’t be afraid to go outside the box. But if you want a little guidance, here are some ideas.
Wear Your “Fresh” Sneakers Like You Would a Pair of Stilettos
Throw on a sequined dress, maxi skirt, or leather pants and pair it with bright-white or colored sneakers that will pop!
The “fresh” part of this is important. Dirty, torn, ripped or stained shoes just don’t mesh as well with your nice clothes, and you’ll end up looking like you had to borrow a pair of shoes instead of a fashionista.
It’s All About the Right Pair of Leggings
A closet staple this year is a good pair of solid black leggings, and the right fit makes a huge difference. Leggings are super comfortable and black goes with everything, so an ultra flattering pair is a good investment.
Feel like being a little more adventurous? Try a pair of leggings that have mesh cutouts in places that will flatter your legs, vertical cutouts will be more slimming than horizontal ones. Patterned leggings can also be fun paired with neutral colored top and sneakers.
The place with the best legging selection that you might not have heard of is Alo Yoga. They are a little spendy, but if you are looking for a fashionable pair of leggings, look no further. Celebrities like Kendall Jenner, GiGi Hadid, Ashley Benson, and Hailey Baldwin have also been
seen rocking this brand.
The Statement Jacket
The 80’s/90’s are back. Color blocking and metallic finishes are on everything from windbreakers to puffer jackets. Let the jacket be your statement piece, pair with your black leggings and a pair of Adidas originals for a cool yet casual look.
The huge oversized jacket is also back in. As long as the jacket covers your bum, skip the pants and rock the look in a pair of heeled sneakers