MC health and copy ed­i­tor KATE MA­SON charts the rise of the ac­tivewear trend and seeks out some suit­ably stylish yo­gawear

Marie Claire (South Africa) - - CONTENTS -

Igrew up prac­tic­ing yoga, as my mom was an in­struc­tor, but it wasn’t un­til I left univer­sity in the noughties that I no­ticed how it was be­com­ing the fit­ness trend in London, with ad­vo­cates like Geri Hal­li­well and Madonna rais­ing the pro­file. My friends and I soon got with the pro­gramme, pur­chas­ing trendy Lu­l­ule­mon yo­gawear for our Bikram classes and, over the years, there’s been a sea change in class at­tire. Gone are the hippy tie-dye string vests: now, stu­dios are rife with LA-bod­ied, la­bel-flash­ing ‘yo­gis’. As yoga, Pi­lates and new ex­er­cise trends like Soul Cy­cle and Cross Fit con­tinue to be re­garded as the fash­ion­able ways to work out, it’s no sur­prise that the fash­ion in­dus­try is fol­low­ing suit.

Sportwear la­bels are on the pulse, launch­ing stylish col­lec­tions de­signed to look as good loung­ing at home as they do on the tread­mill. And who bet­ter to pro­mote this aspi­ra­tional ac­tive life­style than the cur­rent breed of su­per food-con­sum­ing, yoga-de­voted mod­els? So far we’ve had Mi­randa Kerr for Ree­bok, Kar­lie Kloss for Nike x Pe­dro Lourenço and Christy Turling­ton for Puma’s Nuala yo­gawear. Lux­ury brands have also signed on for fit­ness col­labs: Givenchy’s Ric­cardo Tisci with Nike and Stella McCart­ney with Adi­das.

The ac­tivewear trend is now seen ev­ery­where: on the girl in the cof­fee shop in a Coun­try Road Ac­tive hoodie; your col­league leav­ing work in the lat­est Lorna Jane leg­gings. Ath­letic ap­parel hasn’t been this in-style since the pop­u­lar­ity of Juicy Cou­ture’s velour track­suit in the 90s. So­cially, we’ve been more ca­sual for some time and with so many ex­er­cise op­tions avail­able, it’s never been more fun to work out and look fab­u­lous at the same time.


At the re­cent Adi­das Su­per­nova Glide Boost (R1 699) launch I at­tended, more fo­cus was given to how the run­ning shoe’s sleek and stylish ap­pear­ance has been de­signed with women’s style pref­er­ences in mind over tech­ni­cal ex­cel­lence.We em­barked on a fun run to trial its per­for­mance and not only did I de­light in the boost-foam cush­ion­ing – pro­vid­ing a light, bouncy feel that helped me win the race – but I wore them for the rest of that day. They make my size-8 feet ap­pear smaller and the slim­line shape looks great as a leisurewear shoe. Adi­

Kate with Gareth Cliff at the Adi­das launch

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