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Tamara introduces Spring Summer 2017

posted on Thursday, 5th January 2017 | find under Tamara, Fashion
January at Sweaty Betty is not only time to get back to the gym, it marks a new direction. For the first time, instead of focusing on activity, we’ve created four different stories filled with our favourite products and hero pieces. Intrigued? Founder and Creative Director Tamara fills you in on what to expect.
 

sweaty  betty goatsModel wears the Earthshine Sweat

When I started Sweaty Betty in 1998 I wanted to reinvent activewear, creating one wardrobe that will take you from barre to bar, so to speak. As activewear evolves, I’ve found I no longer look for specific clothes for yoga, running, spin or even the office – I want pieces for every occasion. With this in mind we have adapted our way of designing, dividing SS17 into four stories which are carefully edited. This means you can style up everything really easily, choosing the colours and prints you like for your workout.

This season we were really inspired by the urban cool style of London and how women are dressing in the city. However, travel is always central to our design team and this year it was Morocco. I spent some of my childhood in Gibraltar and my bedroom window overlooked Morocco, so I was really excited to take the design team there. Marrakech is such an amazing city with so much hustle and bustle, that each of the four stories naturally developed from our time there.  
 
Nomad

sweaty betty nomad
Model wears the Jamila Jumpsuit. Model wears the Moon Bra and Power Leggings

Inspiration:  The Nomad collection is inspired by the Berber culture of North Africa. This tribe’s pagan beliefs and semi-nomadic lifestyle are translated into a new story, with pieces that draw upon the earthy palette of traditional Berber houses, the cycles of the moon (super reflective leggings) and oversized wares of the tribe. This is the collection for our quirkiest prints to date, you'll find goats in trees, a protective Hamsa hand and tattoo inspired styles.

My favourite pieces: I am not kidding, I am obsessed with the goat print Chandrasana Leggings (pun intended)
 
Textiles

sweaty betty textilesModel wears the Infinity Bra and Zero Gravity Leggings. Model wears the Atlantica Tee and Danca Pants.

Inspiration: In Marrakech there is so much going on and the infamous souks are a true assault on the senses with an onslaught of colours, sights and smells. This collection is really inspired by the sensory overload as we discovered the marketplace, there is so much to see, touch and buy.

My favourite pieces: My wardrobe is calling out for the Atlantica Tee, I love that you can wear it two ways as a tee or jacket.
 
Boho

sweaty betty boho
Model wears the Berber Cardi Coat. Model wears the Shanti Bra and Contour Leggings.

Inspiration: This is inspired by the luxe traveller visiting Yves Saint Laurent in his iconic Jardin Majorelle. Just outside the city, the colours and plants are absolutely amazing here, so the beautiful palm trees, cacti and azure blue and red shades translated to beautiful reversible leggings, optical prints and bright separates.   

My favourite pieces: The workout essential Contour Leggings in an optical print, though I am VERY excited about the tracksuit (coming February)
 
Retreat

tamara introduces ss17 retreat
Model wears the Oasis Sweat and Danca Pants. Model wears the Thermodynamic Leggings

Inspiration: Little palace's among the city walls, Morocco's Riads are an oasis of calm from the craziness of the city. This collection recalls the peaceful interior feeling of the Riad, where women are able to shed layers and embrace tranquillity. These beautiful spaces with intricate tiling, fountains and spacious rooftops inspired loose easy separates and our coolest layers to date.

My favourite pieces: The Taha Tee is super soft with a high neck, I love it.

Shop the new collection today, and if you’re looking for fitness and fashion inspiration follow @sweatybetty on FacebookTwitter and Instagram. 
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