“LET’S GET PHYSICAL” WITH STYLE
And then, all of a sudden, everyone started working out. And began showing off their toned arms and legs and highlighting their perfectly ripped abs through tight and colourful clothes; with the help of some high-end designer attitude. In other words, this is how fashion evolved from Olivia Newton-John to Athleisure.
from jane fonda to cindy crawford
stella McCartney, Yohji yamamoto, sergio rossi
Later on, the first designer collaborations started to emerge. Stella McCartney and Yohji Yamamoto for Adidas were among the pioneers that used sportswear know-how to experiment with new materials and patterns. It was the same time that Sergio Rossi put his signature logo on sneakers! Nowadays, models design and launch their own collections, and celebrities—for their 15 minutes of fame—raise the bar with retouched images of polished muscles and glossy looks—with or without the sweat.
SPORTS COUTURE
To be more exact, Vetements and Yeezy, Gucci and Prada for the upcoming summer season. Smart, almost unisex fashion, with similar styles for boys and girls, men and women, modern people who exercise, work, travel, flirt, and cross their limits daily.
People who want “smart”, practical, flexible, multipurpose clothes to fit their personality, sport of choice, and destination. Fashion for the marathon, the gym, the box, the streets, even the office. Worn with a black jacket. Or a windbreaker.