Is luxury compatible with sports?

In recent years, our media relations services have often been retained by international companies that have been describing their products as “outdoor” clothing or articles for at least 10 years now. These companies realized that infusing their collections with international fashion trends offers a number of advantages without detracting from the performance and technical qualities of their products. Companies like Icebreaker, Arc’teryx, Salomon and Lolë are perfect examples of this relatively recent trend. When you examine their new collections, you can see a perfect mastery of mainstream fashion currents.

As well, fashion stylists are increasingly integrating technical apparel into their outfits. Take leggings, for example. They reappeared on the runways several seasons ago and they’re not about to go away, as several brands reinvent them each season.

And the major luxury brands have long applied their signature to active wear and sporting goods. Chanel is the brand that comes to mind. Who hasn’t seen the skis and snowboards bearing the logo of this great luxury fashion house? A lot of people will pay to attach that symbol to their activities.

Using talented fashion designers is also an integral part of the development strategies of several active wear brands. Here in Canada, Lolë has hired Andy Thê-Anh, a major design talent and darling of journalists, to further its “well-being” brand for everyday living. Clothes for the office, jogging, skiing or yoga all have style. But that style doesn’t minimize the comfort and performance of the clothes. And it allows these brands to reinvent themselves and keep attracting customers to renew their sporty wardrobe every season. What about you? Are you drawn to active wear that reflects the latest fashion trends?