Female fitness fashion has never been hotter
Yoga inspired athletic wear is perhaps the most visible breakout trend to come from the fitness world over the past decade. Previously associated with loose fitting linen pyjamas worn by the 40+ demographic, yoga wear has now become a high end status symbol amongst young adults in gyms and studios helping to fuel growth in online apparel sales at an average annual rate of 7.6% to $4.8 billion over the next 4 years.
A quick scan of pinterest and tumblr fitness blogs and one cannot deny how yoga wear has taken over female fitness apparel. Gone is the spandex of the 80s and the baggy joggers of the 90s & 00s. Instead they have been replaced with elegant fashionable items which provide a highly complementary fit whilst at the same time functionality through breathable designs and high end fabric innovations.
Canadian lululemon athletica has lead the charge and continues to do so as the brand expands globally. However an embarrassing recall earlier this year involving a batch of black yoga pants found to be too sheer ‘revealed’ that there is still huge opportunity for start-up brands within this dynamic category where anything can happen.
HPE Clothing uses fabrics engineered to improve the wearer’s physical performance. The XT-Air Ultimate Vest for-instance is made from ultra lightweight super soft fabric that offers comfort and style to match. Available in a selection of three colours (charcoal, lagoon blue and salmon pink) the vest has a built in bra for added support.
The Vest is incorporates FRESHFIT fabric with silver minerals to prevent bacterial build up and to help rapidly transport sweat away from the body. It also incorporates 4% silver static that effectively lowers body temperature meaning the top is perfect for hot yoga enthusiasts. The thin straps allow a full range of movement and the mesh panels at the back of the vest allows for extra cooling.
Exercise Physiologist and Founder of HPE Clothing – Nick Harris explains:
Zaggora’s signature hotwear collection on the other hand utilises ThermoFit technology which actively harnesses the body’s natural temperature to help the wearer burn more calories when working out. Fans of Zaggora often refer to the hotwear as “Bikram clothing” as it heats the body and in turn eases muscles and joints in the same way as hot yoga does.
Zaggora clothing is made with ultimate comfort in mind, enabling a broad range of movement. For yoga, Zaggora’s new High Rise HotPants provide support and will stay firmly in place for those downward dog positions. The Slouchy, one of Zaggora’s most popular sport tops, is ideal for yoga as it is extremely comfortable and made from soft, quick drying cotton.
We spoke to Zaggora founder Desi Bell at this year’s Vitality Show
Sports luxe fashion brand Hey Jo fuses fashion and sport with luxurious leggings made from Italian jersey that incorporates the latest high-tech functionality including muscle control, quick-dry, anti-chaffing, two-way stretch and breathability.
Hey Jo founder Jo Admiraal explains:
New for A/W 13 is Amarinthe, Militaire and Ocean which bolster Hey Jo’s offering of leggings to 11 colours each sporting plush gold zips – a lower back money pocket and on the ankles. The collection features two distinct styles: ‘Classic’ – a chic look for a high-octane gym workout; and ‘Cassini’ for relaxation and an effortless sophisticated look for both day or night.
Wellicious is a London-based lifestyle brand, specialising in exclusive, eco-friendly Yoga and Pilates Clothing, Loungewear and Accessories founded in 2007 by Heike Schnell, entrepreneur and passionate Yogista.
The collection takes inspiration from luxury brands, so that each season is infused with the latest fashion design and colour trends. Wellicious clothing is made from a blend of carefully selected natural and luxurious fabrics such as organic cotton, lyocell, tencel and cashmere. From flattering drawstrings on tops, to practical cuffs on pants, every tiny detail has been considered to ensure the perfect fit.
The new A/W 13 collection honours the yin and feminine side of energy. Balancing style and functionality within its yoga, Pilates and lounge wear the new range sees modernized basics to include double face cover ups and trousers with expert finishes.
Intricately detailed pockets, colour blocking, casual and cool shapes embrace the season’s calming and mystical mood. Natural hues such as champagne, crème and soft grey are perfectly complemented by deep orchid, ink blue and a fresh Flamingo orange.
Highlights of the season include the ‘Moon’ jumper and ‘Moonlight’ shrug, both of which offer subtle draping and comfort. Paired with the iconic ‘stay down’ leggings made from organic cotton, provides extra support and a streamlined silhouette. The fashion stakes are raised with the ‘dream’ top’s off the shoulder detail and the ‘Align’ pants’ two tone colourway whilst the seamless catsuit and ‘Marathon’ tank are essential for the current craze of hot yoga. The tonal hues and cashmere blends perfectly lend themselves for Winter layering.