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Tamara's scrapbook: London press days

posted on Thursday, 4th December 2014 | find under Fashion , Nutrition
After returning from Sweaty Betty’s recent press day in the New York, Tamara caught up with her friends in the media during a busy week of UK press days to present the SS15 ‘Social Butterfly’ collection. Here she gives you the inside scoop, and hints at some of the press favourites from next season.  

Getting sporty (and spiritual) in Soho 

85 attendees joined me in our Soho boutique for the UK press day, giving me a chance to catch up with journalists and bloggers from the worlds of fashion and fitness. From the conversations I shared, it was clear that sport is very much on-trend. We talked about new studios, compared our favourite new juice bars and discussed plans for active holidays in the New Year. And, of course, we talked about the SS15 Social Butterfly collection – with Sweaty Betty designers by my side, we explained how the natural world has influenced key prints of the season. Blues were particularly popular, with classic blacks giving way to bolder blues as the go-to colour.  

We were joined by fitness enthusiasts from all disciplines, including CrossFit extremists and yogis alike. Interestingly, everyone felt united by the spiritual themes running through the collection. As well as sweating, more and more people are recognising the need to step back and establish a balance in their personal lives with more meditative forms of exercise. Our ethereal yoga pieces, such as cut-away vests in soft colourways, stood out as firm favourites among attendees. 

Bonding on the Bike at Psycle 

Just last week, we also held an exclusive Sweaty Betty X Richard Nicoll press event at the Psycle in central London. Combining an early morning spin class with closer look at the 10-piece Richard Nicoll collaboration, I was thrilled to demonstrate how fitness and fashion really do go hand in hand. The fiercely athletic instructor Rhian led 45 minutes of cardio intervals and a series of on-the-bike conditioning exercises, all while looking amazing in the Nui Reflective Double Time Run Tank and Shibori Run Tights. Meanwhile, I felt so comfortable and confident in the Muiura Reflective Over Tee. 

There is nothing like a high-energy workout to bring people together and build relationships; after the class there was such an invigorating buzz. Plus, we were treated to delicious Imbibery juices and breakfast pots by 26 Grains -  made from almond milk, oats, chia seeds, coconut flakes and goji berries. I loved the breakfast pots so much that I’ve started making them at home! 

Look out for the SS15 collection launching early January. For more behind the scenes action, read Tamara’s blogs about shooting SS15 in England and Switzerland.
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