We Love...

WE LOVE: Getting Physical


In the spirit of the Rio 2016 Olympics, this month we are celebrating the best in activewear.

Activewear is not a new concept. In fact, the activewear category has been the one shining star, growing year on year sales, in an otherwise stormy sky of retail. It’s no wonder that we’ve seen every retailer line up to get a piece of the action.

For the last few seasons trend reporters and critics have foreseen athleisure hitting its peak only to have the category grow time and time again. Whilst we may be travelling dangerously close to the point of saturation, We are now seeing a new wave of designers bring personality and a pure fashion component to the category moving us away from the black performance leggings and racer back tanks and once again, inspiring us to by big into this trend.

Wearing true active or performance wear as fashion has long been taboo. Sipping lattes in your Lululemons parodies aside, the fashion appeal and street styling of labels like Ivy Park from Queen Bey herself to locally grown and so cool it hurts label P.E Nation, by super babes and industry heavyweights, Pip Edwards and Claire Tregoning give the category a fashion credibility and reason to proudly wear your kit outside of the gym.

With the new and broad mix of designers and brands offering activewear it’s not about just buying into a trend but being able to source product that truly reflects your personal style on or off the court.

Not since Gabriele Chanel introduced men’s traditional sportswear and jersey to women’s wardrobes in the early 1900’s have we seen such a significant shift in sportswear as fashion. Who knows, maybe in 100 years time it will be Lorna Jane we will herald as a true and timeless style icon.

As Rio kicks into full swing this August, embrace your inner athlete by donning your favourite sports inspired look and while you may not be able to win gold, you’ll certainly look every part the superstar.

About the Author:

Lauren JonesA Senior Womenswear Buyer, Lecturer, Keynote Speaker and Founder of Style Retailer. Lauren Jones has over 10 years buying experience, working across department store, David Jones and youth sector retailers General Pants co. and Glue Store. Specialising in women’s denim and fashion, Lauren has forged a successful career, consistently driving strong sales and margin result in a rapidly evolving landscape. Drawing on this experience, Lauren created Style Retailer, a fashion consultation business designed to help major retailers and independents alike drive competitive advantage and growth through solid buying practices.

Lauren also uses her vast experience to lecture at Sydney’s FBI Fashion College, teaching both Fashion Buying and Advanced Fashion Buying courses. Lauren is also a regular speaker at the Fashion Exposed seminars in Melbourne and Sydney and a regular contributor to leading fashion publications.

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