Rebecca Minkoff is looking to take a bite out of the ath-leisure market.
During an informal office survey, most of Minkoff’s female staffers told her that on weekends they wanted to look as if they’d worked out, even if they hadn’t. This inspired the new collection, which, like most ath-leisure, straddles a line. It’s functional and performance-minded — therefore perfect for the gym — and yet sophisticated enough to be worn for more leisurely pursuits.
“I really started noticing that our customer wants to have an even more casual approach to dressing, mixing that feeling of relaxed, but still keeping it chic,” Minkoff said. “They’re your everyday clothes. As a lifestyle brand, our goal is to have our girl want to wear us for all of her events and experiences, and this kind of tied into that.”
There are bra tops, tanks, dresses, leggings, miniskirts, sweats, jackets and vests with fashionable touches such as leather trim and reflective silver foil fabric. “I wanted everything to be lightweight,” the designer said. “It’s breathable. We have Neoprene, which makes everyone look a lot thinner than they are, as well as mesh and some spandex. It’s optimal workout attire.”
The collection will launch this April via Rebecca Minkoff stores, rebeccaminkoff.com and Shopbop.com, rolling out to other retailers in June. Priced from $58 to $255, the line will be updated seasonally and also includes 20 bag styles and a selection of colorful, low-top sneakers.