SPORT AND FASHION COLLABORATION IS NOT NEW. BUT A CULT OF A HEALTHY LIFESTYLE, UNDERGROUND THE LAST COUPLE OF YEARS IN ALL DIRECTIONS, BORN IN THE FASHION-WORLD A NEW CONCEPT - АTHLEISURE. A STYLISH OF BOILER BETWEEN BETWEEN CLOTHING ROOMS OF SPORTS CLUBS AND AN EVERYDAY WARDROBE. CLOTHES FOR TRAINING HAS BECOME APPROPRIATE ON THE STREET, IN OFFICES, CAFES AND ON DISCS. EVEN THOSE WHO JOINED THOSE WHO ARE SPORTS OWNLY AND DO NOT DO.
WORDS AND NUMBERS
The origin of the word "atleisure" explains its essence: it is a merger of the English "athletic" - "sports" and "leisure" - "leisure". The trend is very convenient: no heels, fettered movements and mandatory makeup with a haircut (if in the afternoon). Sheer convenience and comfort, which is why sportswear is loved at the root. If you want, do it in a fitness club, you want to go shopping, and then go to training. And if you want, don’t go, while still broadcasting your commitment to the asset to others. Not always real.
However, calling atleisure simply a trend is a blatant understatement. Today it is an entire industry with rapidly growing rates of development and tremendous turnover. If in 2014 the sales volume of atleisure goods amounted to US $ 270 billion worldwide, then in 2017 the forecasted figure is US $ 320 billion. Further, analysts at American Forbes are sure that it will only grow.
WHY?
“Children running in Nike sweatshirts, Lacoste polos or Champion sweatpants grew up, became designers and began to create their own collections that reflect the mascots of their youth. This is collective nostalgia,” says Financial Times fashion editor Joe discussing the reasons for attention to sports Allison If this is so, then the inspirational memories fell to the generation of millennials. And very on time. They constitute the main cohort of fans atleisure. The Y kids got on their bikes and stood on treadmills, doing yoga challenge fitness on Instagram, traveling and relaxing. Comfortable and practical clothes they need like air. But earlier it was not always possible to call her stylish, beautiful, truly designer. Athleisure easily filled this gap.
2014 was a turning point: sneakers appeared in haute couture collections at Chanel and Christian Dior shows in tandem with chic dresses, skirts, trousers. Actually, 2014 is considered the year the word "atleisure" appeared. Then, among fashionable terms, he took third place in terms of the number of queries on Google, skipping ahead of normcore and health gothic.
The flywheel began to spin up with unprecedented power: sports or a la sports shoes and clothes of all stripes were launched into production even those houses that, in principle, were far from the asset. An example is Versace. The Italian giant has been associated all his life with sexuality, glamor, parties and a luxurious lifestyle. Now Donatella Versace is breaking this pattern. Now the Versace-style girl is strong, athletic, energetic, but still sexy. Collections of recent seasons, including "Spring-Summer 2017", atleisure pure water. The designer also used the couture approach: last year, the Atelier Versace collection was dubbed as "athletic couture"
NEW LEVEL
The fruits of popularity, a healthy lifestyle and atleisure are reaped primarily by the mastodons of the market - Adidas, Nike, Puma, New Balance, Reebok, Asics and others. Some of them have long come close to the world of fashion. Adidas is particularly persistent in this. Since 2003, under the label Y-3 for the German manufacturer, he creates the Yohji Yamamoto collection. Collaborations with Stella McCartney are no less famous. Raf Simons, Rick Owens, Jeremy Scott, Mary Katranzu also performed for the concern. But the most “hype” Adidas projects now are the Kanye West Yeezy brand and the Alexander Wong capsule collection for the Spring-Summer 2017 season. By the way, the main line of Alexander Wang this spring is also very atleisure.
For Nike, capsule launches are created by Ricardo Quiet. Thanks to his close friendship with celebrities, many of them have already been noted in stylish leggings and parks.
For the benefit of Puma, Rihanna works as a creative director. Pret-a-porter Fenty & Puma line is an example of street fashion and atleisure. This season, the star blended seemingly impossible things: the image of Marie Antoinette and activewear.
STYLE RULES:
1 Follow the trends. The athleisure universe also has its seasonal flares and faded stars. Now, for example, brightly printed things are fading into the background, just like the black, gray and dark blue colors typical of fitness clothes. Monotonous things of light, calm shades are relevant: white, beige, gray-blue, faded green.
2 Combine functionality and fashion. Аthleisure-wardrobe should not lose its sporting roots, namely convenience, practicality and a very important point - manufacturability, quality of fabrics. Breathability, extensibility, lightness, absorption of moisture (sweat) and odor, resistance to dirt, quick drying - the minimum set of requirements. That is, it’s not just sportswear, it’s “smart” clothing. And stylish, of course.
3 Dilute. A couple of things are enough, not a total look, to make an application for the athleisure style. Sneakers and leggings plus a long plaid shirt. Crop top and slip-ons plus jeans. Kosuha generally fits any look in this theme.
4 Be appropriate. Аthleisure opens up many opportunities for fashionable maneuvers on the street, in cafes and restaurants, offices, and discos. But, firstly, you yourself must feel the edge: is it worth it to go to a fashionable establishment in shorts and sneakers? Secondly, if the event claims to be far from a sports dress code, do not try to enter athleisure into it. Being stylish is also a culture story.
Text: Marina Motornaya
