Athletic Companies Lean Toward Lifestyle Options to Fuel Sales
Just as American and European designers have taken inspiration from activewear brands — or jumped in altogether — now the tables are turning with more sportif labels offering shoppers everyday options.
“After active,” “work leisure” or just plain comfortable. Descriptions aside, athletic companies are counting on more sportswear-oriented items made of performance fabrics to bolster business.
Just as American and European designers have taken inspiration from activewear brands — or jumped in altogether — now the tables are turning with more sportif labels offering shoppers everyday options to carry them beyond the office. More than 20 years after Casual Fridays first took hold in corporate offices in the U.S., relaxed dress codes are more of a sure thing due partially to the gig economy, flexible work hours, urban nomads and fitness-minded shoppers.
“I’m looking forward to jumping into the creative process and exploring fashion through a different lens,” said actor Michael B. Jordan exclusively to WWD about becoming the first face of @coach ‘s men’s business. Not only will the actor appear in its global ad campaigns, but he will also create a capsule with designer Stuart Vevers. Tap the link in our bio to learn more. #wwdfashion
“The name of the show is GP — giant pockets,” said Karl Lagerfeld pre-show, in his backstage meeting room at @Fendi to Bridget Foley. @Bellahadid was one of the many famous faces who graced the catwalk including @Gigihadid, @Adwoaaboah, and yes, even @Kendalljenner. #wwdfashion
Photographed by Kuba Dabrowski/WWD
“We are obsessed with Fendi and we want to share this obsession,” said CEO Serge Brunschwig to WWD. @Fendi will be releasing a new capsule collection Oct. 16 centered around the Fendi/Fila logo created by Instagram artist @Hey_reilly. Further proving the logo trend isn’t going anywhere. Link in our bio for more details. #wwdfashion