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Behind New Season
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SS15 campaign

Looking at the softer side of fitness, from the spiritual origins of yoga to the almost weightless art of ballet, the Spring Summer 2015 collection is designed to complement the blossoming of life throughout the season. Prints in soft hues and delicate laser cutting combine with Sweaty Bettys signature technical fabrics for an ultra-feminine aesthetic.

London Location Story

Gunnsbury Park set the scene beautifully for the SS15 shoot, a natural backdrop for Sweaty Betty's most delicate collection yet. It is a favourite run route for Creative Director Tamara-Hill Norton, a pocket of serenity within the hustle and bustle of London. Its diverse flora is also home to some of natures finest creatures, from the bees who flit between newly opened buds to the butterflies who emerge from their cocoons. With the butterfly at the heart of the SS15 collection, channeled in soft, symmetrical prints and intricate laser cut design, there was no setting more fitting.

SS15 creative inspiration

Transformation is at the heart of this seasons collection, and nowhere is there a more beautiful example of metamorphosis than in nature. From a caterpillars cocoon emerges a butterfly with one-of-a-kind wings made up of precise lines and patterns unique to every specimen, beneath which layers of powerful muscle give possibility to flight. This is a symbol of transformation and strength a source of inspiration for the aspiring yogi, the tireless ballerina and the runner propelling herself towards a new personal best. It is this that has influenced the creative direction for Spring/Summer designs. Look out for intricasy of detail, butterfly prints and insect-inspired mesh featured in the most technical of fabrics across the collection.

Sweaty Betty X Richard Nicoll

Introducing Sweaty Betty for Richard Nicoll, an exclusive SS15 capsule collection from Sweaty Betty and the British fashion designer which fuses fashion and fitness like never before.

richard nicoll

Tamara's Fashion Edits

See how Tamara is styling the new collection with cut-away styles and bold print combinations that deliver greater freedom and versatility when dressing for a workout.

richard nicoll
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