17 years ago, Tamara Hill-Norton founded Sweaty Betty with the aim of making women look as beautiful during workouts as they do day-to-day. The new Social Butterfly collection is highly representative of her ambition to use both fashion and fitness to help women achieve the personal transformations they most desire and look every bit the beautiful butterfly in the process.
Channeling the modern-day spirit of group-based exercise and active get-togethers with friends, the SS15 collection comprises stunning transitional pieces to take you from bootcamp to brunch. It also pays deference to the opportunities for self-betterment via online fitness communities and social media platforms, looking to new Brit models like Cara Delevingne and Suki Waterhouse, who transformed their careers by the power of Instagram and brought quirky British style to the fore.
Prints come into focus in these fashion-forward edits, which play with shape and texture by pairing fitted garments with softer silhouettes. Tamara is stripping back the layers compared with AW14, daring to show a little more skin and adding fun cut-away styles across stand-out pieces that can truly hold their own.