This season, we searched for the hidden treasures in the urban jungle of London and captured them in the new collection - from the bright city lights that standout against a towering backdrop of silver and chrome, to the vibrant graffiti that juxtaposes delicate floral patterns with the edginess of the art. Get under the skin of this season's campaign with the new videos, shot on location on London's Southbank./behind-aw14/
This season is all about urban vibes and edgy femininity. So we needed models that personified that vision. They came from all walks of life â€“ a circus performer, yoga instructor, Parkour practitioner and an athletic model who's addicted to sprints./meet-the-models/
Each and every look in this season's collection is styled by Sweaty Betty Founder and Creative Director, Tamara Hill-Norton. With her finger firmly on the pulse of what's hot in fitness and fashion, Tamara shares her take on how to wear the new AW14 collection from street to studio./tamaras-edits-tamarasedits/
With bold prints and edgy designs, the AW14 collection is all about mixing and matching across ranges to create the ultimate in street-to-studio style./inspiration//sb-x-richard-nicoll/
Introducing Sweaty Betty for Richard Nicoll, an exclusive SS15 capsule collection from SB and the British fashion designer which fuses fashion and fitness like never before.