MC health and copy editor KATE MASON charts the rise of the activewear trend and seeks out some suitably stylish yogawear
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.
GLIDE BY NAME. GLIDE BY NATURE
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. Adidas.co.za
Kate with Gareth Cliff at the Adidas launch