A slew of fashion brands have recently launched activewear lines, like Trina Turk, Betsey Johnson, and Norma Kamali. And other than trailblazer Stella McCartney, this is the first time that designers are launching full-blown collections made for working out. Why the sweat envy?
“Women are wearing activewear from 6:00 a.m. to 6:00 p.m., and beyond,” says Caroline Gogolak, co-founder of luxe, online fashion boutique Carbon38. “Fashion designers need to stay relevant and want to dress this new woman.” Likewise, Net-A-Sporter senior buyer Candice Fragis says there’s “quite a bit” of overlap with brands “such as Theory+ as well as Alexander Wang and Isabel Marant” making stuff to sweat in, and she hints at more to come (Zimmerman and Lisa Marie Fernandez).
And with Tory Burch’s forthcoming fitness fashion line, we speculate that it’s only a matter of time before brands like DKNY, Kate Spade, and Mara Hoffman follow suit.