Although the New Year’s fitness resolution is probably long forgotten, the trendy gym kit that came with it won’t be, according to new research.
Almost one in two women now class workout wear as everyday wear, according to a report for online fashion retailer, Simply Be.
It may have started out as “faking it” but the increasingly vibrant, well-cut and flattering new generation of gym wear has women hooked, with 48% admitting they choose to wear it as normal clothing, when not going to a fitness session.
The celebrity–led trend began with the likes of Rihanna, Rita Ora, J-Lo, Gwen Stefani and Gigi Hadid showing off their designer workout wear to and from the gym, but before long the famous faces were staying in the fitness gear all day long. The high street swiftly followed, producing affordable, eye-catching, ultra-comfortable versions with a universal appeal that cut across age and social groups.
Even fashion bible Vogue has given the style its seal of approval, commenting recently: “Be it on the school run, in the line for morning coffee, over a business lunch, or even drinks, performancewear as everydaywear for women of all ages is becoming de rigueur.”
The survey, carried out by Simply Be, revealed that 64% of UK women agree, saying they would be happy to wear gym clothing to a café or pub, while 59% say they choose the garments for their style and comfort, rather than how well they will stand up to a work-out.
Labelled ‘athleisure’ wear by fashion commentators, growth in the sector over the past 12 months has surprised industry analysts, at 8%. Now worth £2.5 billion, it has seen almost four-times the increase seen in the total UK clothing market which rose 2.1% over the same period.*
Jenni Bamford for Simply Be said: “We’ve seen a significant increase in interest in our activewear lines, particularly over the last year. Celebrities regularly being spotted wearing eye-catching gym clothes to go about their everyday lives have definitely had an influence on this, and it’s great to see our customers picking up on the trend.
“At Simply Be we encourage all women to tear up the rule book when it comes to fashion and love the fact that women of all shapes and sizes are fully embracing this bold style and opting for vibrant, patterned pieces when they are definitely not heading for a workout! The great thing about this style is that it requires minimal outfit planning – put some bright fitness leggings with a leather jacket and you can go anywhere.
“Where once this sporty look was only acceptable on the treadmill, activewear now comes in a huge variety of choice in fabric, colour and design. At Simply Be, our range of activewear includes geometric prints, florals and bold colour and is designed to fit and flatter curves, meaning there’s no compromise when it comes to style. Gym-wear is now definitely not just for fitness-fanatics; it’s as appropriate for going shopping or for brunch as it is for a workout.”
Simply Be’s SS18 activewear collection is available to buy now at www.simplybe.co.uk.
