1、Sportswear x Fashion:An Impactful Synergy25.05.2021Oladimeji OdunsiEditoThe line between fashion and sports has become increasingly blurred.The interest in activewear has shifted into a cultural wellness phenomenon,becoming a staple of fashion history representative of a whole era.Fashion and Sports

2、wear are inherently linked and have influenced each other for over a century.But in an era where lifestyle sells,stakeholders from both sides seem to have come together to broaden their influences.Field giants continue to dominate the field in terms of fashion,but the specialists still hold their pl

3、ace as the expertise within the sector,both fulfilling different consumers needs.The first focuses on creating the next iconic street style sensation while the other continues to provide the highest-technology functional gear.However,the sportswear universe is no longer reserved for field specialist

4、s and giants;luxury players are infiltrating the sector.They are successfully taking their share of the market,offering garments that go beyond functionality and illustrate the high-quality and luxurious style characteristic of these established fashion houses.Does this mean that activewear is setti

5、ng up the trends for fashion to follow and vice versa?There is no question why field specialists seek to collaborate with more emerging designers.The synergy between fashion and sportswear is stronger than ever;it is now a vital strategy for players in the industry to achieve a mix of creative fashi

6、on and functional gear.Leggings are no longer reserved for the yoga mat;they are a personality trait with the power to categorize its wearers within a sub-group.The fashion sector is also flooded with nostalgia.Fashion is cyclical,and what was once on-trend will most likely come back to life in the

7、future,if brands manage to give it a modern twist.The Preppy Athleisure look brings back 90s style icons like Princess Diana as an inspiration.Tennis skirts and sweatbands have infiltrated the most fashion-forward TikTok feeds,catching big players interest,eager to appeal to this edgier and harder-t

8、o-reach audience.Now we can discover how this communion of forces has impacted trends over the years.TORY BURCHHeuritech:Fashion and Technology savoir-faire We analyze more than 3 million images a day to give you unbiased data about your consumers.With heuritechs AI powered platforms and consultativ

9、e approach fashion brands can understand their market with:IMAGESANALYSESFORECASTS INDEX123 45 Defining Sportswear1.Fashion History2.Current State of PlaySports Taking the Luxury Path1.Sneaker Culture2.Brand CategorizationLuxury Incorporating SportswearBrand CategorizationTrend Analysis1.Gorpcore2.A

10、thleisure3.Preppy SportswearPersonas01Defining SportswearBathing CostumesTennis WearJohn RedfernCoco ChanelGeorges SeuratAbercrombie&FitchActivewearClare PotterB.H.WraggeTina LeserClaire McCardellCond Nast ArchivesClaire McCardell for the TimeSportswearJane FondaTommy HilfigerLady DianaBritney Spear

11、sGirlfriend CollectiveFableticsAthleisureKnown as the contraction of“athletic”and leisure”,the term emerged in the late 70s with fitnesss big boom.It has now evolved into highly performant fabrics and highly versatile garments suitable for both work settings and pilates classes.Activewear Sportswear

12、AthleisureInitially,activewear before the 1920s was simply described clothes designed for sports activities or made to assist sporting events.Coco Chanel then drew inspiration from fabrics like jersey to create her signature looks.Between the 30s and the 70s sportswear opened the path for the U.S.A

13、to establish its take on fashion and differentiation.Precursors like Clare Potter or Claire McCardell paved the way of modernity,and womens emancipation through clothes.FASHION HISTORY+163%A FAVORABLE ENVIRONMENTGymshark US sales growth year-on-year in July and August 2020+6.7%Predicted CAGR from 20

14、19 to 2026.The rise in the number of health-conscious consumers A growth reinforced by the pandemic North America and Europe are known to be the dominant markets A highly fragmented female segment Healthy aging has witnessed increased popularity among the senior population The effect of pandemic.202

15、0 was a valuable year with great benefits for the sector A sustained blur of the boundaries between loungewear,sportswear and conventional clothing as a side-effect of lockdowns and working from home In 2020,the sector only lost 2%of sales compared to the 20%loss of the global market The fastest-gro

16、wing established luxury companies are those offering sportswear or/and streetwear FOR A PROMISING FUTURECURRENT STATE OF PLAYAthleisure:a growth driver$257.1 bl Estimated athleisure market valuation for 2026CURRENT STATE OF PLAY02Sports taking the Luxury PathOmoyemi AkereleSneakerCultureIn the recen

17、t history of fashion,sneakers have been one of the most telling examples of this bankable mutual influence.Nike and Adidas have obviously been the most profitable actors in this sneaker craze,mainly impulsed by now iconic basketball shoes like the Converse All Star,the Superstar for Adidas and the w

18、hole Jordan brand for Nike.Shoe models,worn by the most famous players of all time,soon got adopted by the hip-hop scene,specifically the Adidas Superstar and the emblematic Run DMC.In May 2020,Forbes estimated the remuneration of Michael B.Jordan at$1.3 billion with Nike,since he first signed the d

19、eal with them in 1984.We can only imagine the revenue that this star player has brought in for Nike over the years.Indeed,sneakers have earned the status of ultra-desirable wardrobe staples over the years.It has gone from a utilitarian object to a sexy appeal product through associations with stylis

20、tic authority figures such as top athletes and celebrities.Linked to streetwear,the domain has also developed a heightened sense of exclusivity.Most brands operate with limited releases that generate a strong communication buzz.And this,among a community of connoisseurs and collectors knowledgeable

21、about the history of sneakers and following daily news for upcoming drops.These sneakerheads collect and trade sneakers perpetuating the iconic status of both brands and shoe models.They can also be real speculators.The success of websites like StockX,KikiKickz,or WeTheNew proves that through pop-cu

22、lture adoption and controlled distribution,sneakers have become tokens of a new type of luxury.The resale market is highly profitable,with capital gain that can sometimes be tenfold.The pop-culture magazine Complex published the list of 2021s priciest sneakers of the year in December.Out of the 10 s

23、neaker models,9 of them are Nikes and the retail price is on average multiplied by 9.7 on the resale market.Interestingly enough,the other model in this top ten is the Triple S from The Hacker Project,reuniting Gucci and Balenciaga,is also the one with the lowest resale rating,at 1.14.Luxury houses,

24、although historically specialized in the design of formal shoes for men and women,have all hopped on the sneaker frenzy to profit from it,the most successful being Balenciaga with the Triple S,the Track,and the Speed.The Air Jordan 1 High Dior is,to this day,one of the most sought-after luxury sneak

25、ers being resold at prices going anywhere from$8K to$33K.SneakerOmoyemi AkereleCulture12+10%in Fall 2022 vs.last yearThe visibility of the Nike Air Jordan 1 has been increasing since 2019 and is forecasted to continue growing for the coming year in EuropeTRENDLINE OF VISIBILITY FOR THE NIKE AIR JORD

26、AN 1 IN EUROPEForecast up to Dec 2022BRAND CATEGORIZATIONField Giants Can they be fashionable?/Pop culture collaborations as a way into fashion and to appeal to the masses/Field giants collaborating with established luxury maisons and niche brands alike to enter the high-end fashion market/Techwear

27、lines have been adopted and celebrated by niche consumers,especially with the gorpcore movement.1.Adidas&Stella McCartney3.nikeacgcommunity2.Beyonc for Ivy Park 2.3.1.Collaborations:Field Giants x Luxury Brands The North Face x GucciNike x DiorAdidas x PradaThe two brands recently released their sec

28、ond capsule collection,following their first collaboration in 2020.A heavy focus is made on Econyl as a part of their sustainability focus.The much anticipated collaboration in 2020 was created with the goal of making the“most luxurious Air Jordan 1 ever”.The shoe is now resold at prices going up to

29、$33 K.A collection created to showcase the fusion of Adidas technical innovation and performance sportswear with Pradas luxury vision.The aim is to celebrate timeless design and champion future responsibility.Collaborations:Field Giants x Niche Brands Asics x Kiko KostadinovNew Balance x StaudAdidas

30、 x NoahThe Kiko Kostadinov team has been advising,consulting,and curating for the Asics SportStyle shoes division,creating at least 10 performance silhouettes for mens and womenswear.Their first collaborative capsule collection dropped in May 2020,following the pandemic-induced activewear boom,and a

31、re now working on their 4th edition of their collaborations.Adidas often works with New York-based streetwear brands and has designed a capsule collection with Noah,inspired by old-school running gear that“blurs the lines between performance gear and casual leisurewear”.BRAND CATEGORIZATIONField Spe

32、cialists Can their momentum last?/Brands that have functionality at the heart of their brand,rather than fashion/Sport specialists like Arcteryx,Diemme,ROA Hiking,and Salomon are also collaborating with luxury brands to attract an edgier audience1.ArcTeryx x Jil Sander3.Salomon Sportstyle2.ROA Hikin

33、g2.3.1.Collaborations:Field Specialists x Luxury BrandsArcTeryx x Jil SanderSalomon x Comme des GarconsWhile one represents the cutting edge of subdued luxury,the other reveals a function-over-fashion mentality.This collabo is perfect marriage of aesthetics and utility.Combining Salomons technical a

34、esthetic with COMME des GARONS heritage monochrome colour,the collection has been reimagined for hiking aficionados and city dwellers alike.AspenX x PradaWith the help of artist Paula Crown,the Prada x AspenX collection gives us elevated ski performance wear that inspires the vibrant energy and atmo

35、sphere of Aspen.Collaborations:Field Specialists x Emerging BrandsROA Hiking x Nicole McLaughlinThe collab boots designed for a“rave in the mountains”.This project is consciously-minded,in the sense that it has the intention of reconfiguring our relationship with waste.ROA Hiking x A-Cold-WallThe co

36、llab ROA x A-COLD-WALL is the new up-coming outdoors-ready collection.Inspired by classic hiking boots,it shows the forefoot buckles and premium Vibram outsoles details.Prince Sports x Sporty and RichA very first co-branding capsule collection of performance wear infused with nostalgia.The two made

37、for a great pair in creating this capsule,blending sport,style,and simplicity.BRAND CATEGORIZATIONIndie BrandsCan they sustain value through their success?/Slowly see the current shift toward more specialized brands operating in small batches,producing garments with a made-to-last mindset./They appe

38、al to consumers through their long-lasting products with an attractive and distinctive design.1.Girlfriend Collective3.Alo Yoga2.Set Active2.3.1.Indie Brands Alo YogaSet ActiveGirlfriend CollectiveAlo Yoga is specialised in yoga clothing which not only allows yogis to elevates their practices,but al

39、so a daily go-to for fashion lovers.This brand is blurring the line between form and function.Made to match in monochrome tones,Set Active proves sophisticated style dont necessarily mean sacrificing comfort.Eco-friendly is a key value of the brand.It is proud to be transparent through each step of

40、their development process,all the while creating a high-end fit.03Luxury Incorporating SportswearBRAND CATEGORIZATIONLuxury HousesCan sportswear fit their DNA?/Play on the historicity of elitist extra-curricular activities/Affirmation of their status of excellence through the endorsement of teams an

41、d athletes/Expansion of their field of interests toward more mainstream sports1.The Hacker Project3.Dior x Paris Saint Germain2.Loro Piana for the U.S.Ryder Cup2.3.1.Luxury Houses PradaValentinoDiorValentino partnered up with the Gaffer magazine and footballer Memphis Depay on a publication merging

42、fashion,football,and culture.Last week,Dior and Technogym introduced their sports equipment line including a treadmill and workout bench.The goods will be presented in a series of pop-up stores along with the Dior Vibe collection.Prada supported and equipped the Italian team Luna Rossa Prada Pirelli

43、 during the 36th edition of the Americas Cup last March.The Italian giant collaborated with the Woolmark Company to issue high performance gear.BRAND CATEGORIZATIONSports ClubRevivalistsCan their momentum last?/Focused on the notion of lifestyle,they aim to channel the elegance of sports/An immersiv

44、e customer experience with the opening of sports clubs/The right mix between exclusivity and pop culture references1.Sporty&Rich3.Alex Eagle Sports Club2.Casablanca2.3.1.Sports Club RevivalistsManors GolfTomboloManors revamps the perception of golf,which may seem restricted to snobbish white men.Bet

45、ting on community instead of elitism,they bring a contemporary twist to the bygone style of the 50s.With a play on the grandfather vacationing in la riviera card,the brand states its position clearly:“In an age of minimalist activewear,Tombolo brings you maximalist inactivewear.”Casablanca x New Bal

46、ance The two brands have had a very fruitful collaboration with a little under ten different models released under their conjoined names.The most successful one was the XC-72,dubbed as the“Sports Car For Your Feet”BRAND CATEGORIZATIONEmergingDesignersCan they secure their spot?/They offer functional

47、 garments but with a sense of style that fashion-forward consumers crave for their outdoor activities/Brands like Marine Serre and MISBHV have made the athleisure look a pillar of their design aesthetic1.Tory Burch3.Marine Serre2.MISBHV2.3.1.Emerging DesignersMISBHVChromatMarine SerreThe indie brand

48、 has both their own MISBHV Sport line,as well as collaborating with Reebok in the past.Their functional clothing design allows fashion lovers to work out at the gym,go out for a fun time and get comfy at home.Chromat is an American fashion label based in New York City and formed by Becca McCharen-Tr

49、an in 2010.They focus on empowering garments for all bodytypes and highlighting queer stories.Their“second skin”garments embody athleisure being equally functional for sport and fashion.The selected collection with the iconic all over moon print blurs the lines between body and wear.04Trend Analysis

50、 by StyleGorpcoreOmoyemi AkereleGorpcore is a term that you may have heard many times over the past year and a half,describing the proliferation of outdoor hiking aesthetics within the realm of fashion.The term comes from the contraction GORP,which stands for“good ol raisins and peanuts”,and core,wh

51、ich refers to hardcore,and is used to denote a specific subculture(think cottagecore,knightcore,normcore,etc).The gorpcore craze has led to“technical”gear like rainproof jackets and hiking boots becoming hot commodities in fashion,eclipsing the sneaker craze that defined the latter part of the 2010s

52、.Moreover,just like streetwear culture where“sneakerheads form communities around specific brands and highly coveted shoe models,people on the gorpcore train share the same level of passion and enthusiasm,except for brands like Salomon and Asics instead of Yeezy and Supreme.Gorpcore enthusiasts cong

53、regate through popular instagram accounts like organiclab.zip and curation.technique,that share inspirational images like archive National Geographic editorials or technical specs of a Patagonia jacket.Its worth pointing out that the gorpcore subculture has grown from a niche community to a well est

54、ablished phenomenon;organiclab.zip has 144k followers,and even released a shoe in collaboration with Salomon.Thus,it is no surprise that the luxury market has begun to capitalize on this outdoor gear frenzy,with collaborations between luxury brands and outdoor apparel specialists becoming commonplac

55、e.Kiko Kostadinov x Asics,Junya Watanabe x Karrimor,and Gucci x The North Face are just a few examples of the collaborations that have emerged recently,attesting to the invasion of outdoor gear into the realm of hype fashion.Some of the specific stylistic elements that are strongly associated with t

56、he gorpcore movement include fleece,Gore Tex and rainproof fabrics and shapes such as cargo pants,hiking boots,and utility vests-basically any garment that was once reserved for hiking expeditions has now become a must-have in the fashion landscape.salomonA-Cold-WAHUIFENDI Safe BetWomenIn Fall 22 vs

57、.last yearSLIGHTLY INCREASING+9%Cargo PantsCargo PantsThe cargo pant was initially popularized because of its military influences.However,it returned in 2019 because of its streetwear appeal,which has now evolved to relate to the Gorpcore aesthetic.This type of pant has been highly visible on the ru

58、nways and in streetstyle by trendy and mainstream consumers.Brands like Ferrari,Etudes,and Alo Yoga have adapted it to fit their own aesthetic.The trend can be seen on mainstream,edgy and trendy consumers,meaning it will be a Safe Bet for this year.1.TUDES2.MARK_BOUTILIER3.SANGIEV4.CDN.SHOPIFY.COMFE

59、RRARI1.2.3.4.AMBUSHCP COMPANYSafe BetWomenIn Fall 22 vs.last yearSLIGHTLY INCREASING+7%Safe BetMenIn Fall 22 vs.last yearFLAT-3%Utility JacketsUtility JacketsThe utility jacket has been a trend for numerous years and will continue to slightly increase for the coming fall season.It is largely seen on

60、 mainstream and trendy consumers and has a Medium to Big magnitude.Brands like Nanushka and Loewe have created a structured and chic version of this style,in an effort to balance out the current trend of oversized dressing.The utility jacket is the perfect example of the Gorpcore aesthetic and key e

61、lements of this garment are the cargo pockets,large buttons,zipper closures and a boxy fit.As per our data,the trend will be slightly less popular with men,while increasing for women,but will remain a Safe Bet for both genders this year.1.DAIWAPIER39_OFFICAL2.CP_COMPANY_OFFICIAL3.NANUSHKA4.REESECOOP

62、ERBARBOUR x CP COMPANY1.2.3.4.SHOREDITCH SKI CLUBAMBUSHSafe BetWomenIn Fall 22 vs.last yearFLAT+1%Safe BetMenIn Fall 22 vs.last yearSLIGHTLY INCREASING+6%Rainproof OuterwearRainproof outerwear is largely seen in nylon and polyester fabrics,which are light,comfortable and easy to layer and this mater

63、ial will be increasing slightly for men through Fall 22.A boxy or oversized silhouette is most common and color blocking is widely used to add bright hues and tones to a dull rainy day.Brands like Aim Leon Dor,Ambush and CP Company make rainproof outerwear that is both sporty and effortless.This tre

64、nd will be a Safe Bet for 2022 with a massive magnitude amongst men and a big magnitude for women.Rainproof Outerwear1.AIM LEON DOR2.C2HR LOS ANGELES3.OUTDOORVOICES4.CP COMPANYROYAL RAGZ1.2.3.4.TUDESDIESELSteadyWomenIn Fall 22 vs.last yearFLAT-2%Safe BetMenIn Fall 22 vs.last yearFLAT-5%CamouflagePop

65、ularized with classic shades of green,the camouflage print is now very present in a varied colours ranging from bright orange,blue or red to subtle beige and pink.The fabrics it is printed on can range from cotton to polyester depending on the type of garment.This print and its mountain-chic aesthet

66、ic makes it a part of the Gorpcore culture as well and even our data has observed a steady comparison between 2021 and 2022.However,the trend is largely visible on trendy consumers in the mens market and mainstream/edgy consumers in the womens market.It is expected to be a Safe Bet for the coming ye

67、ar.Camouflage1.DRIES VAN NOTEN2.CP COMPANY x ADIDAS3.TOMMY HILFIGER4.DIESELDAISY LTD1.2.3.4.Jil Sander Proenza SchoulerBody Warmer JacketsFashion BetWomenIn Fall 22 vs.last yearSTRONGLY INCREASING+20%Safe BetMenIn Fall 22 vs.last yearSLIGHTLY INCREASING+9%OPERA SPORTENTIRE STUDIOSBody Warmer Jackets

68、 are big trend for the fall season.Mostly worn by edgy consumers,these jackets are lightly padded,as they are generally a middle layer.These are usually seen in classic colours for mainstream customers,but can have brighter colours and fun prints that appeal to a trendier audience.The fit of this ga

69、rment is generally straight and fitted.However,oversized versions of this garment also exist by brands like Pangaia,Aritzia,MSGM.As this trend will increase in 2022 with a medium to big magnitude,it will be a Fashion Bet for women and a Safe Bet for men.Body Warmer Jackets1.SANDYLIANG2.CP_COMPANY_OF

70、FICAL3.ARITZIA4.MSGMPANGAIA1.2.3.4.Mark DownWomenIn Fall 22 vs.last yearMODERATELY DECREASING-14%SteadyMenIn Fall 22 vs.last yearSLIGHTLY DECREASING-7%Jil Sander Proenza SchoulerSnow BootsKOIBIRDCANADA GOOSESnow boots are a winter sports holiday staple,but we have recently observed their arrival off

71、 the slopes and into the urban environment.Edgy consumers and influencers are currently adopting these boots to be worn with their comfortable,winter clothing,sticking to the core values of the Gorpcore aesthetic by infusing an urban lifestyle with highly functional pieces.This trend runs parallel w

72、ith the UGG boots becoming a desirable product again in the edgy and trendy markets.While our data suggests that the Snow Boot trend is on the decline for the Fall 22,the recent adoption by niche groups may push this trend to be highly popular among edgy and trendy consumers next winter season.Snow

73、Boots1.GCDS2.ELIZABETHVDG3.ARIESARISE4.SIMONWICKXIENKI IENKI1.2.3.4.GIMAGUASGANT X DIEMMESteadyWomenIn Fall 22 vs.last yearSLIGHTLY DECREASING-9%SteadyMenIn Fall 22 vs.last yearSLIGHTLY DECREASING-5%Hiking BootsWith the increase in the number of people who challenged socially distant outdoor activit

74、ies without compromising aesthetics,the demand for functional and technical outdoor shoes increased.The hiking boot became super popular,aligning with the chunky boots trend with lug soles.Fashion brands are betting on this trend,included not only in mass market collections by brands such as Aritzia

75、,but also in luxury collections like the Gucci x The North Face collaboration.The data predicts a decline of this trend for Fall 22,however,since Gorpcore is still broadly adopted by edgy consumers,we expect this trend to maintain its popularity over the next seasons.Hiking Boots1.A-COLD-WALL2.ARITZ

76、IA3.SHOREDITCH SKI CLUB4.ROAHIKINGGUCCI x THE NORTH FACE1.2.3.4.SHANG XIAFashion BetWomenIn Fall 22 vs.last yearMODERATELY INCREASING+11%SteadyMenIn Fall 22 vs.last yearSLIGHTLY INCREASING+6%Rain BootsTAIKI_JPRain Boots 1.DIOR2.BOTTEGA VENETA3.MARGIELA4.LEMONJELLYSHOESHunter boots are not the only r

77、ain boots that come to mind anymore when thinking about rain boots.Elastic side-inserts,pull-on tabs,chunky,padded soles,and a short-or mid-calf height are all popular styles currently.This style is influenced by the utilitarian trend and key labels such as Dior and Bottega Veneta have been betting

78、on this style.According to our data this trend will continue to evolve as it is being adopted by trendy and edgy consumers,who are styling the rain boots with mini skirts and dresses,as well as sophisticated cropped pants for men.DIEMME1.2.3.4.Purposeful AccessoriesPurposeful Accessories are the typ

79、e of accessory that has been designed to carry a specific item and to be hands-free while going about your day.Some prominent examples we have seen are the bottle carrier,the key pendant,the headphone pouch and wearable wallets.While these started out as purely practical pieces,they have now become

80、fashion statements and many brands have been able to integrate these products seamlessly in their collections.Often representing classic codes of the brands,these accessories are easily adaptable to current trends and play into the minimalist lifestyle.All-in-one1.ZEGNA X HIGHSNOBIETY2.OUTDOOR VOICE

81、S3.AIM LEON DOR4.STAUD x NEW BALANCE5.AIM LEON DOR x NEW BALANCE1.2.3.4.5.Bucket HatsThe bucket hat is a long time classic,and was recently featured by many luxury brands during the SS22 shows for both men and women.This means that it currently has maximum exposure on social media,making it a perfec

82、t fit for edgy,trendy and mainstream consumers across all geographies.As a protection layer for both rain or shine,this accessory is ideal for those who adhere to the gorpcore aesthetic as it is incredibly functional and fashionable.Within the Gorpcore universe,we often see it featured in neutral to

83、nes and practical,rainproof materials.An all-time favorite1.ISABEL MARANT2.PATTA_NL3.STYLE DU MONDE4.MARIE-PAOLA BERTRAND-HILLION5.BASSCOUTUR1.2.3.4.5.AthleisureOmoyemi AkereleThe term athleisure traces back at least to the 70s,and was first used to describe garments that have a sporty appearance bu

84、t are not necessarily designed to be functional.The meaning of athleisure evolved along with the popularity of activewear in the 2010s,when it came to refer to clothing that can be worn either for sports or casually.This trend has been growing ever since the early 2010s,reflected by a steadily incre

85、asing activewear market;where Allied Market Research predicts the market will be worth$547 billion by 2024.Today,athleisure has grown to become nearly indistinguishable from ready-to-wear fashion,as it is now commonplace to pair sneakers with jeans or trousers,or style leggings with heels for a casu

86、al chic occasion.Moreover,the pandemic has enhanced the blurred distinction between activewear and casual wear,as people spent more time at home and began to care less about wearing“loungewear”outdoors.The pandemic also led many people to work out at home,with home-workout equipment brand Peloton re

87、leasing their own line of .activewear.The rise of athleisure has also resulted in a plethora of indie activewear brands,along with traditional ready-to-wear brands expanding their offer to include sportswear.Alo Yoga,Girlfriend Collective,and Outdoor Voices are amongst the several sportswear brands

88、that have experienced success as of late.Even luxury brands are hopping on the bandwagon,with Hermes recently releasing a collection of luxury workout attire.The merging of athleisure and ready-to-wear has made the appearance of sports bras,leggings,and cycling shorts commonplace in runway collectio

89、ns,along with sneakers,which have been a dominating force in the market for several years now.Moreover,contemporary brands like Marine Serre and Saks Potts use typical sports fabrics like nylon to create ready-to-wear silhouettes,demonstrating the influence of athleisure in the broader fashion indus

90、try.losangelesapparelSKIMSunionlosangelesKochetkovlosangelesapparelVarley x MajeNINA RICCIMARINE HENRION LeggingsSafe BetWomen+8%In Fall 22 vs.last yearFLATLeggingsLeggings are one of the most popular garments of the athleisure segment.These pieces are perfect for working out or casual activities.Th

91、e comfort level and versatility of these garments make them perfect for most weather conditions.Their tight fit makes the garment feel like second skin and soft fabrics like polyester-cotton blends make them extremely comfortable and sporty.Brands like Celine,Marine Serre and Jil Sander have hopped

92、on this trend,giving it their own twist,and approved the fact that leggings arent restricted to gyms.With a medium magnitude,this style is seen on edgy and mainstream users,therefore will be a safe bet for 2022.1.PRADA x ASPENX2.LOS ANGELES APPAREL3.CULT FORM4.ENTIRE STUDIOSARITZIA1.2.3.4.SPORTY&RIC

93、H JACQUEMUSCasual ShortsSafe BetWomenIn Fall 22 vs.last yearFLAT+2%Casual ShortsCasual shorts are a quintessential piece for most wardrobes.Our data suggests that it is seen on all kinds of consumers in massive numbers.Generally found with pockets on the sides,and an elasticated waistband,this garme

94、nt is a classic for both men and women.The length and cut of this garment are largely influenced by sports like basketball,football and tennis.And brands like Balenciaga,Fear of God and Sporty&Rich really combine this garment with the streetwear aesthetic.Seen largely on mainstream,edgy and trendy c

95、onsumers,this garment will be a Safe Bet for 2022.1.FEAR OF GOD2.LOS ANGELES APPAREL3.JJJJOUND4.OPERA SPORTNOON GOONS1.2.3.4.OPERA SPORTS NOON GOONSSweat PantsSafe BetWomenIn Fall 22 vs.last yearFLAT+1%Sweatpants were our day-to-day attire during the pandemic,and the garment is still worn on a daily

96、 basis by many.This seems to be a true statement for the entire market as sweatpants are worn by all consumer segments.A loose fit and soft fabrics make it an ideal choice for loungewear.Brands like Essentials,MSGM and Off-White have really made this basic garment an icon of its own.As per our data,

97、this garment will be a Safe Bet for 2022 and is expected to be seen in a big magnitude.Sweat Pants1.ARITZIA2.MSGM3.ALMOST.ON.TIME4.GIL RODRIGUEZESSENTIALS1.2.3.4.UNION LOS ANGELESSafe BetWomenIn Fall 22 vs.last yearFLAT-4%Safe BetMenIn Fall 22 vs.last yearSLIGHTLY INCREASING+8%HoodiesPRISCAVERAHoodi

98、esHoodies are a widely seen and appreciated form of clothing because of their non-chalent and relaxed aesthetic.Another essential of the athleisure style,this unisex garment has been a classic.However more for men than women now,because post-pandemic,women prefer to dress-up and dont necessarily alw

99、ays go for the a jersey cover-up.Seen with monogram prints,graphics,tie-dye and even colour blocking,brands like Aim Leon Dor,Kochetkov and Palm Angels have tapped into this market and created a wide range of styles.It is spotted on mainstream and trendy consumers and is a Safe Bet for 2022.1.THEINH

100、IBITIONIST2.PATTA3.KOCHETKOV4.AIM LEON DOR x NEW BALANCEIMAXTREE ELLE1.2.3.4.Slide SandalsSafe BetWomenIn Fall 22 vs.last yearSLIGHTLY DECREASING-5%Safe BetMenIn Fall 22 vs.last yearFLAT-3%ISABEL MARANTGIRLFRIENDSlide SandalsA focus on comfort and wellness is driving newness for slide sandals.This y

101、outh-friendly silhouette comes in a variety of styles,ranging from futuristic and athletic to striking colorways and branded logos.Luxury brands are betting on creating their versions of this silhouette,featuring padded uppers or using premium materials.Even though the data predicts a slight decreas

102、e,we have been seeing luxury brands and edgy influencers adopting this style of shoes from both mens and womens.1.ALYX2.FASUN.AA3.OAMC4.KIDSUPERGIRLFRIENDSlide SandalsACNE STUDIOS1.2.3.4.UnitardsWe love a good comeback,and unitards are the latest retro trend to enjoy a modern renaissance.Undeniably,

103、one of the first memories of unitards starts with fitness legend Jane Fonda and her now-iconic wardrobe.More recently,brands like Saint Laurent featured a variety of glammed-up unitards during their SS 22 collections,probably with one thought in mind:unitards,but make it fashion.Marine Serre is anot

104、her brand that has made the unitard a pillar of their aesthetic,with a head-to-toe monogram print.Unitards are the perfect day-to-night piece and can easily be styled with a sweatshirt and sneakers or with heels and an oversized blazer for an elevated look.Aerobics revival1.SAINT LAURENT2.PRIX WORKS

105、HOP 3.ALO YOGA4.GIRLFRIEND COLLECTIVE5.SET ACTIVE1.2.3.4.5.Sports BraAlthough it was first designed for the comfort of sportswomen,the sports bra has made its mark outside of sports halls and athletics tracks.First,on social networks,in particular during successive confinements thanks to a collectiv

106、e enthusiasm for physical well-being and yoga.Later it made an appearance on the catwalks,where it offered a more raw and casual alternative to the trend of bratop.It is an excellent example of a defector between the world of sport and fashion because although it has kept its initial shape,some of i

107、ts technical characteristics are sometimes left aside in favor of style alone.The updating of brands like Calvin Klein,whose sports bra and shorts sets are among the icons of the 90s(widely covered on social media)has surely also greatly contributed to the rise of the trend.The“no longer secret”ally

108、 1.SETACTIVE2.PHIPPS INTERNATIONAL3.GIRLFRIEND4.CALVIN KLEIN5.ITS_MURI1.2.3.4.5.Baseball CapsThe baseball cap has kept a steady level of popularity over the years,while being paired with a comfy athleisure outfit more often than on the baseball field.It is an incredibly easy accessory to pair with a

109、ny casual outfit,and can serve as a quick cover for a bad hair day or a pop of colour for a simple outfit.Over the years,brands have replaced baseball teams logos with their own,allowing for an entry-level accessory to promote brand awareness.Another fun option is using a quirky catchphrase that ref

110、lects the zeitgeist and resonates with the target consumer to acquire a broader customer base.Yankees or Red Sox?1.ARITZIA2.MATTHIASGEERTS3.STYLESCRAPBOOK4.CARODAUR 5.DENNISVANPEEL1.2.3.4.5.Preppy Omoyemi AkereleCountry club aesthetics are a dominating force in fashion,reflecting the more bourgeois

111、aspect of sports culture.Tennis and golf have prevailed as two of fashions favourite sports to reference;there are countless brands either creating tennis attire,or incorporating imagery related to the sport in their campaigns.Sporty and Rich recently partnered with tennis brand Prince Sports,demons

112、trating that fashion brands not only appropriate the aesthetics of sports,but partner with experts in the field to create functional apparel.Casablanca,Lacoste,and Aime Leon Dor are a few examples of brands in line with the preppy,country club-inspired aesthetic that has been making waves in the fas

113、hion industry recently.Even streetwear brands like Awake NY and Noah have added polished garments like blazers,loafers,and polo shirts to their typically streetwear-oriented collection assortments,attesting to the renewed interest in the posh aprs-sport aesthetic.The prevalence of preppy sportswear

114、has also undoubtedly benefited from TikTok,which has fostered several communities and subcultures relating to bourgeois sports.For instance,the“tennis core”subculture emerged in 2021,with TikTok users posting tennis-related content,wearing garments like tennis skirts,polo shirts,and sport dresses.In

115、 June 2021,Lyst reported that searches for tennis skirts had tripled compared to June 2020,along with an increase in searches for polo shirts and other tennis-related attire.Finally,the emergence of country club aesthetics could also be a reaction to the athleisure movement,which has been dominating

116、 fashion for several years now.Preppy sportswear offers a more polished alternative to athleisure,which is appealing to many after months of comfort dressing dominating the fashion landscape.SportswearSporty&RichRhudeCiao LuciaHailey Bieber for Vogue ParisLacosteCasablancaROSETTA GETTY THE WAY WE LI

117、VE Sweater VestsSafe BetWomenIn Fall 22 vs.last yearSLIGHTLY INCREASING+7%Sweater Vests6.3.The sweater vest was closely associated with uniforms and workwear but the preppy look of this piece has gotten it back in style.Spotted largely on mainstream,edgy and trendy consumers and giving into the high

118、-school nostalgia;bright hues,retro stripes and deep Vs are common elements in this modernized version of the garment.It is used generally as a middle layer and made of comfortable fabric blends like poly-wool,this garment has been associated with the preppy sportswear trend and will be a safe bet f

119、or 2022.1.BRANDON MAXWELL2.VERSACE3.MOLLY GODDARD4.RACHEL COMESREJINA PYO1.2.3.4.CASABLANCA SPORTY&RICH Tennis SkirtsSafe BetWomenIn Fall 22 vs.last yearSLIGHTLY INCREASING+7%Tennis Skirts6.3.The tennis skirt is a preppy sportswear essential,that is worn not just by sports professionals,it was mainl

120、y seen on mainstream and trendy users in a big magnitude.The A-line fit is very flattering for most body types and is perfect for all seasons.The colorways range from deep notes to pastels of classic colours like black,white,reds and blues.Brands like Outdoor Voices,Burberry,Tory Burch have adopted

121、this style and brought it back to the runways and the streets.Based on its presence online,the trend is a last call for 2022 and is moderately decreasing.1.NATI.GOMEZ2.OUTDOOR VOICES3.MARK FAST4.CHOPOVA LOWENAGEORGES WENDELL1.2.3.4.PROENZA SCHOULERMOSCHINOFashion BetMenIn Fall 22 vs.last yearMODERAT

122、ELY INCREASING+10%LoafersFashion BetWomenIn Fall 22 vs.last yearMODERATELY INCREASING+10%LoafersLoafers became a versatile footwear that can transcend multiple kinds of customers.These shoes were a top performer last season between edgy and trendy consumers from both mens and womens categories and a

123、re predicted to grow further into the mainstream the next seasons.Chunky lug soles are key,ranging from exaggerated platforms for edgier markets to sleeker versions for the more classic preppy customers.1.ERMENEGILDO ZEGNA2.AHLUWALIA3.PRADA4.SPORTMAXKIDSUPER1.2.3.4.Tennis DressesTennis dresses are a

124、nother popular trend to stem from the tenniscore movement that emerged this summer.This nostalgic look qualifies as chic and preppy when compared to the more masculoin and practical skorts and performance shirts seen in tennis attire over the past decade.However,it is not only made to be worn on the

125、 court of stuffy country clubs,but it is often seen worn by young and trendy consumers on a warm day.Styled with a crewneck,tall socks and crisp,white sneakers,this look is elevated while remaining casual.Elegance on the court1.ARTHUR ELGORT2.TORY SPORT3.URBAN OUTFITTERS4.LACOSTE5.PALMS ANGELS1.2.3.

126、4.5.SweatbandsThrough the manifestation of the tenniscore aesthetic over the past summer,items like the white tennis sneaker,the pleated tennis skirt,and the polo shirt were popular among fashion influencers.The sweatband was of course no exception.Not only was it featured on the runway,but it was a

127、n accessory in multiple collabs between classical ready-to-wear brands and sportswear brands.Traditionally worn on the wrist or the forehead,it is an easy accessory to slip on for the consumer and allows a wealth of possibilities for creative teams.It is hot out here!1.BROOKSBROTHERS2.MARINE SERRE3.

128、MAJE X VARLEY4.HARRINGTONTENNISAPPAREL5.DAVID KOMA1.2.3.4.5.Nerdy consumers,informed about the characteristics of their piecesInitiated by outdoorsy by profiles and now has been taken over by more mainstream profilesGenerally going towards field specialists brands like Stone Island,ArcTeryx etc.GORP

129、CORE NERDSIn Europe(FR,UK,etc.)comes from the urban culture and rap figures.Generally mixing household names like Lacoste or Emporio Armani with sports brand like Nike(the beloved Requin)and now even techwear names.SPORTSLIFEAspirational consumers not afraid to mark through their fashion their socia

130、l status.In a sens,very L.A.with a mix between comfort and flex culture.Inspired by rappers and successful athletes.Go for high-end designers and luxury streetwear:Louis Vuitton,Prada,Off-White,Palm Angels etc.DRIP GODSPERSONASUsing athleisure or sportswear codes in their daily lifestyle as a way to

131、 be comfortable and in style.Mixing it high and low brands reflecting their take on trends:Alo Yoga,Yeezy,Casablanca,Bottega etc.CITY DWELLERKey Takeaways1.A confirmed synergy that is mostly tackled through collaborations between both factions.2.The pandemic,has only accelerated the shift towards mo

132、re versatile and comfortable attire,and it seems like it is there to last.3.Trends like Gorpcore,Athleisure and Preppy Sportswear can be adopted for different brand positioning strategies4.Understanding different consumers such as the Gorpcore Nerd,the Sportstyle,the Drip God or the City Dweller can

133、 help you fathom,according to your brand positioning,how you can tackle multiple consumer segments.More trends are available for our clients,please get in touch at You can also subscribe to our newsletter to never miss our next reports or webinarsSubscribe to our newsletterActually we didnt tell you everythingOladimeji Odunsi