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How Activewear Became Everyday Wear

By Gee Marling

This week we are super excited to launch our SS19 collection. The new range will see our first foray into knitwear and the introduction of brand new styles and gorgeous colourways to existing products. The expansion of the collection to include luxury knits signifies just how broad the definition of activewear has become. Statistics on the rise of athleisure and its market share are not hard to come by, and the evidence is all around us as running tops, yoga pants and trainers are today fully accepted as all day attire. The contributing factors behind the explosion of luxury activewear as a clothing category are fairly logical when you stop to consider its phenomenal rise.

A youthful-looking Sienna Miller mixing activewear with the morning coffee run © Jawad Elatab / Splash News

Lifestyle messaging

Wearing activewear communicates a strong message about the kind of person you are and the lifestyle you lead. It makes a positive statement that the wearer is someone possessed of a youthful spirit, proactive, a doer, and who is nailing, or at the very least trying to nail the perfect work/life balance.

Alexa Chung blending leggings and ballet points seamlessly into all day wear


The visual nature of the world we live in and the pervasiveness of self-imagery means we are more aware than ever of the way we present ourselves, and how we’re perceived by people we don’t know. It follows that the sculpting properties of sports leggings - traditionally considered to be a sartorial no-no - are worth capitalising on for longer than an hour at the gym.

A greater focus on employee wellbeing means a more relaxed approach to working wardrobes

Wellness at work

An increased focus on issues surrounding mental health and gender parity at work means that the comfort and happiness of workers is a growing priority for employers. A change in working habits - flexibility afforded by advances in technology - and the consequent boom in co-working spaces means we’re more at liberty to choose when, where and what to wear to work. Hallelujah.

The Duchess of Sussex braves the weather in winter-friendly active outerwear

Offering As the opportunity to exercise grows - with apps for home workouts available on your watch, and an ever diverse range of activities offered by subscription services such as ClassPass - so does the competition amongst brands keen to offer you stylish products to facilitate your lifestyle choices. Accordingly activewear has adapted to become seasonal meaning it’s easier to update and adapt to the changing weather and fast-moving trends.

If your lifestyle has changed over the last few years to include more yoga, pilates, or gym workouts, and you haven’t yet invested in luxury activewear that you can wear beyond your workout, we’ve picked some of our influencers to show you how to style all some key pieces from our existing collection with flair.

Pandora Sykes in our Romy Corset @pandorasykes

Pandora Sykes, journalist and co-host of brilliant podcast the High-Low, sports an elegant day time look for London Fashion week earlier in September in our Romy Corset under a two-tone blazer, chic culottes and cute mules.

Hermione Olivia in the black Romy Corset @hermioneolivia

Hermione Olivia styles the Romy Corset to strong, feminine perfection with chic tux slung louchely over the shoulders and striking green silk track pants.

Estelle Segura in the Corset Shortie @estelle

Fashion blogger Estelle Segura embodies city sport-luxe style here with simple white sneakers and a sophisticated blazer slung casually over her Corset Shortie, proving tailoring and activewear can be a marriage made in heaven.

Parisian blogger @pia_mbd in the Cara Crop Top

We love the youthful way Pia has styled her Cara Crop Top here with a 70s inspired corduroy coat, high-waisted jeans and a subtle hint of midriff. As all Parisiennes know, less is more when it comes to flashing flesh.

Monica Bellucci pairs a statement jacket and heels with our Corset Leggings @monicabellucciofficiel @ellefr

Screen legend Monica Bellucci could sit in front of a graffitied door in a paper bag and make it look glamorous but it’s hard to deny that  our Corset Leggings do lend a helping hand here.

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