What: The line between fashion and sports has become increasingly blurred, as fashion and sportswear are inherently linked and continuously influence each other. Luxury brands becoming involved are infusing sportswear into their aesthetic leading to the development of new trends.

Why is it important: The interest in activewear has shifted into a cultural wellness phenomenon, becoming a staple of fashion history. The rise in the number of health-conscious consumers and the effect of pandemic had great benefits for the sector. The sustained blur between loungewear, sportswear and conventional clothing as a side-effect working from home.

Field giants continue to dominate the field in terms of fashion, but specialists hold their place

With their expertise within the sector, both fulfilling different consumers' needs. Luxury players are also starting to infiltrate the sector. By offering garments that go beyond functionality and illustrate the quality, luxurious style characteristic of established fashion houses.

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. Luxury houses, 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.

Gorpcore, a term describing the creation of outdoor hiking aesthetics within the realm of fashion. The craze has led to “technical” gear like rainproof jackets, hiking boots, utility jackets, cargo pants, camouflage, purposeful accessories, and bucket hats becoming hot commodities in fashion. Gorpcore expands as field giants are partnering with luxury brands such as, north face and Gucci, Nike and Dior, and Adidas and Prada.

There is a slow shift toward more specialized brands operating in small batches, producing

garments that are made-to-last. Indie brands appeal to consumers through their quality

products with an attractive and distinctive design. Alo yoga and girlfriend collective being among the most popular.

The famous athleisure garments that have a sporty appearance but are not necessarily designed to be

functional, have grown to become nearly indistinguishable from ready-to-wear fashion. Leggings, casual shorts, sweatpants, hoodies, slide sandals, sports bras and baseball caps are seen everywhere.

Preppy sportswear or the “Country club aesthetic” is a dominating force in fashion, reflecting the more bourgeois aspect of sports culture. Sweater vests, tennis skirts, loafers, tennis dresses and sweatbands are making a reappearance.

A confirmed synergy that is mostly tackled through collaborations between both factions and the pandemic, has only accelerated the shift towards more versatile and comfortable attire that are here to last. Trends like Gorpcore, Athleisure and Preppy Sportswear can be adopted for different brand positioning strategies and understanding different consumers can help in brand positioning, and how to tackle multiple consumer segments.

The impact of Sportswear x Fashion