High-end stores are adding activewear to their offerings. It comes as Aussies are increasingly going shopping and buying groceries in their activewear. Beth Hurrell from Que Models at Burleigh Beach. Picture: Jerad Williams
High-end stores are adding activewear to their offerings. It comes as Aussies are increasingly going shopping and buying groceries in their activewear. Beth Hurrell from Que Models at Burleigh Beach. Picture: Jerad Williams Jerad Williams

Is activewear the new denim for women?

THE newest entrants in the activewear race are blurring the line between workout and your everyday wardrobe. High-end stores such as Seed Heritage, Calvin Klein, Country Road and Designer Forum are tackling tights, reinventing runners and pushing the performance of streetwear.

Designer Forum's Lauranne Avery says they have expanded their offerings to meet the insatiable demand for athleisure.

"Whether you're dropping the kids at school, hitting the gym, doing the groceries or just meeting friends for coffee, activewear is absolutely one of the most versatile and prevalent trends we've seen," she says.

"It translates effortlessly from gym-wear into streetwear."

 

High-end stores are adding activewear to their offerings. Beth Hurrell from Que Models at Burleigh Beach.
High-end stores are adding activewear to their offerings. Beth Hurrell from Que Models at Burleigh Beach. Jerad Williams

Vogue Australia editor-in-chief Edwina McCann says while athleisure is not a new trend, it shows no sign of losing momentum.

"Designers have been jumping on this bandwagon since Stella McCartney did her first collection for Adidas back in 2004," she says.

"Athleisure - which is the term the fashion industry has coined for it - has now replaced denim as the go-to for everyday casual looks for women," she says.

A Morgan Stanley Research 2015 report reveals global activewear sales have leapt 42% over the past seven years to $US270 billion and could jump a further $US83 billion, more than 30%, by 2020.

Some fashion experts are even predicting that there will soon be 20-somethings who have never owned a pair of jeans.

A spokesperson for activewear giant Lorna Jane says women are shopping for items that were both "fashionable and functional".

"The athleisure trend is as big as ever ... I think that's because of how well it complements the busy modern woman's lifestyle," the spokesperson says.

"Tights and sports bras are our best-selling products - they're such versatile pieces and because they're designed with both fashion and function in mind, you know you'll look as good as you feel when you slip them on.

"Women are into their health and fitness now more than ever before and wearing activewear not only tells the world that it's a priority in your life, but it also makes you more active."

 

A Morgan Stanley Research 2015 report reveals global activewear sales have leapt 42% over the past seven years to $US270 billion.Beth Hurrell from Que Models at Burleigh Beach. Picture: Jerad Williams
A Morgan Stanley Research 2015 report reveals global activewear sales have leapt 42% over the past seven years to $US270 billion.Beth Hurrell from Que Models at Burleigh Beach. Picture: Jerad Williams Jerad Williams

Photos: Jerad Williams Fashion: David Jones Model: Beth Hurrell, Que Models

OUTFITS: Sunglasses, $69.95; The Upside tights, $149; The Upside crop, $99; P.E. Nation Top (white), $69; Running Bare Crop (orange), $64.95. More at davidjones.com.au.



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