Perfect Fit- Financial Times
With the first balmy winds of the new season (and their promise of Easter holidays, bare legs and other exposure), gyms everywhere see their membership lists expand. In the past, the pursuit of fitness often meant that fashion had to be sacrificed but these days women can dream of achieving a Gisele like body in clothes they can actually wear beyond the weight room. Athletic brands are realising the potential benefits of making sportswear that is stylish as well as functional.
They are even tapping into catwalk trends, Stella McCartney's new swim, run, and Weekend collections for Adidas, along with a clutch of independent labels, such as Sweaty Betty, Casall, Play by Sarah Reily and So Low, all refer back to this season's shows, picking up on key looks such as wide stripes and boldly clashing blocks of colour.
This time last year ready-to-wear designers such as Alexander Wang and Marc Jacobs were unveiling their take on sports, and now sportswear makers have reciprocated.
''It's only natural that things have come full circle once more,'' says Tamara Hill Norton founder of London based contemporary sportswear label Sweaty Betty. Her spring line includes fashion-forward pieces inspired by the 1930's, including palazzo pants- a major shape this season, seen at Marc Jacobs and Derek Lam among other designers- and soft muted tones.