According to some fashion magazines it should have been just a passing fad, nothing more than a temporary turmoil to be observed with reserve. Facts are showing something different: it would be enough to take a walk in any city centre to notice that the athleisure macrotrend appears to be a final destination rather than a station of transit. After Pitti Immagine Uomo, Milano Fashion Week and Paris Fashion Week, we may define “athleisure” as “the trend of wearing informal clothes on formal occasion”. It seems to be a kind of tectonic movement, unique in its kind, which is shifting the plaque of sportswear, redesigning styles, occasions and habits as well. Nowadays everything seems to be accepted: formal dress code disappears if you feel comfortable in your outfit, no matter the occasion might be.
The athleisure has stepped into a second phase. It’s evolving, it’s being contaminating and at the same time it defiles related and non-related segments, crucially catching on with menswear. It is not a coincidence that, during the last edition of Pitti Uomo, one of the highlights has been the debut of the Athlovers project dedicated to sports-inspired clothing. It is also increasingly connecting to the world of streetwear both for its fashion and technical design which turns into ‘streetnic’ i.e.technical, stretch clothes showing a street style, as stated a year ago by Chip Wilson, founder of Lululemon.
This phenomenon has no limits and especially among the very young, athleisure is the new casual, catching on the new generations in countries such as India (as highlighted by Indian blogger Divyamaben) and even in Egypt (as highlighted by the Trendinegypt.com site). In Hong Kong the trend is leading to a new idea of retailing, linked to wellness and well being and the multi brand store dedicated to lifestyle, Caelum Greene, is becoming a phenomenon not only just among young people.
MarediModa caught immediately this new spirit, interpreted and analysed it on the last trade show through workshops and installations appreciated by visitors. A video in particular celebrated athleisure through images and claims taken from the “about us” sections of some leading brands, a complete overview on the different aspects of the phenomenon told by those who deal with it. Exhibitors at the Cannes trade show have made investments and spent energy to present innovative, high-performing and up-to-date collections, exclusively designed for the world of athleisure without forgetting sustainability. Save the date from 6 to 8 November at the Palais des Festivals for a new not to be missed edition of MarediModa.
