Album launches, designer collaborations, exclusive invites… all done while working up a sweat. Welcome to the new era of exercise. In the post-GymBox era, our training circuits have merged with our social circuits – exercise has gotten cool.
Case in point: sportswear. We can’t remember a time when athletic wear wasn’t en vogue. We’ve seen everything from FROWing in sneakers and Alexander Wang boxing gloves to a Colette gym. And it goes on. The NYFW highlight? Tommy Hilfiger’s staged faux football field, complete with stadium screens, locker rooms and looks accessorised with helmets.
Earlier this month, Psycle went luxe with its stylish Net-a-Porter collab and then got cool with its Love Brunch Spin Off, with resident DJ DAX on the decks – all in the same week that we were invited work out with Ellie Goulding and the Nike+ Training Club. Speaking of invitations, we’ve just torn open our latest, which had all the fashion trimmings – glossy, embossed, hand delivered – but it was for Nike’s 10km run.
In Topshop, sportswear is daywear, thanks to their Adidas Originals collaboration, which is seamlessly merchandised throughout the store. However, we’re most excited for Beyonce’s activewear label to hit the high street powerhouse later this year so, we too, can run the world.
Ready, set, go!
