Shifting consumer preferences see athleisure?s journey go from a dominant force in luxury fashion to mainstream fashion activewear.
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What is “Athleisure”"

While the notion of “athleisure” has been around during the health and fitness booms of the late 80s and early 90s, its branding and marketing may be arguably linked to Lululemon. To quote an article from Retail Dive, “Lululemon didn’t change activewear, it changed apparel. The Canadian brand introduced retail to athleisure”. Instead of producing technical athletic wear, which was already readily available on the market, Lululemon marketed itself for its lifestyle appeal and honed into the intersection of fashion and fitness. Athleisure (as exemplified by Lululemon) is not performancewear, activewear, or sportswear, but rather a take on versatile lifestyle pieces that can go from a low-intensity workout or yoga to a cafe visit without looking out of place.
By the mid-2010s, athleisure had firmly established itself as a mainstream trend. Major fashion retailers and luxury brands began incorporating athleisure elements into their collections, blurring the lines between traditional sportswear and everyday fashion. 2014 saw the rise of “athleisure”, however, towards the end of 2018, the popularity of this trend was beginning to wane. Betw...