As fashion brands continue to explore how performance fabrics can bridge the gap between apparel and sportswear, and as fitness further influences consumer lifestyle and fashion choices, newcomer Aday offers garments that work at the gym, the office and on social occasions.
The newly launched fashion sportswear brand (based in London and New York) sources advanced sportswear fabrics for its contemporary minimal designs, which straddle the boundary between fashion and sportswear. Founders Nina Faulhaber and Meg He created the brand after seeing a need for clothing that not only performed like sportswear and aesthetically complemented contemporary lifestyles, but could also be worn on an active day without needing to change clothes.
The 11-piece collection includes a pair of leather-look sweatpants created out of a light, practical fabric with a rubbery sheen that dries quickly. Rose gold zippers also lock into place, so no fabric gets snagged or jammed. Sports bras can also be worn all day, thanks to mesh panels and an open-back design that increases breathability.
Read about Ted Baker’s foray into multifunctional wear in the Brand Extensions section of The Future of Athleisurewear. The British premium brand’s Handlebars collection was launched as a direct response to the growing number of consumers cycling to and from work.
We’ve also seen a rise in beauty innovations catering to active women. See Wellbeing: Lifestyle-Driven Beauty, where we look at some new product launches that perform under the stress of sweat and heat.