Does Your Fashion Match Your Fitness?
As far back as 20 years ago, fitness was more of an after-thought.
If you had the time to spend, exercise could be an option.
But over the last few years, fitness has been making its way into the mainstream consciousness.
People have slowly adopted fitness into their everyday life and it is reflected in what they wear.
People want to feel good and look good. It has become fashionable to be fit.
Since 2012, fitness has been making its presence felt in the fashion industry in an emerging trend called “Active Wear”.
Active Wear is defined as fitness inspired clothing that can be used inside and outside the gym.
Sales of Active Wear merchandise have been increasing over the last 5 years.
In 2013 alone, sales of Active Wear reached $36 Billion in the United States.
Manufacturers of sports apparel and fashion retailers have seen a behavioral shift among consumers when it comes to health and fitness.
It is no longer enough to participate in trendy exercise programs such as “Soul Cycle”, “Zumba”, “Boot Camp” and Yoga.
You have to look good as well! Consumers were buying sports apparel that they could wear in and out of the gym.
Of course, celebrities have become major catalysts in the growing intrusion of fitness into fashion.
Style icons such as Rihanna, Victoria Beckham, sisters Kylie and Kendall Jenner are regularly photographed wearing Active Wear in public.
Their social media pages often feature them having coffee, doing errands and working out in the same outfits.
It has ushered in a new “fashion revolution” that has successfully merged fitness and fashion.
Fitness And Fashion Collaborations
It did not take long for established global brands like Nike and Adidas to take notice and partner with iconic fashion designers to develop their own line of Active Wear.
Adidas had an early start when it joined forces with Stella McCartney in 2004.
In 2014, Adidas upped the Active Wear ante and started collaborating with Jeremy Scott, Mary Katrantzou and celebrities Pharell Williams and Kanye West.
For their part, Nike started collaborating with Givenchy’s Ricardo Tisci in a project called Nike + RT.
Two of the most popular fitness innovators in New York, Soul Cycle and Barry’s Boot Camp also released its own clothing line to capitalise on the growing health and fitness trend.
And recently pop superstar Beyonce released her own line of Active Wear, “Ivy Park”, which is in collaboration with Top Shop.
Given the growth of fitness in fashion, is the trend a case of fashion leading fitness or fitness leading fashion?
In the overall scheme of things, the merging of fitness and fashion is a confluence of all factors that have been changing the consumer’s lifestyle.
Technology has integrated fitness into everyday life with the introduction of fitness wearables, fitness trackers and smart watches. Fitness-based apps remain among the top 5 downloaded apps in the market.
The bottom-line is people have become more committed to leading a healthy and fit lifestyle.
Fashion just makes them look and feel better as they go about their daily exercise.