A look into "athcouture" and how the sportswear industry is shifting gears

Discover the concept of “athcouture” wear which is notable in top brands like Nike, Adidas and Lululemon. Hill Choi Lee explores the rising popularity of this blend of sportswear and haute couture elements that are style, comfort and sustainability

Athcouture represents a contemporary fashion trend that merges athletic wear with high-fashion elements, creating stylish and functional clothing suitable for active lifestyles and daily use. This trending fashion style was briefly mentioned in our ‘what to expect’ of the upcoming Fashion Weeks.

The concept emphasises high-quality materials, innovative designs, and a blend of performance and aesthetics, appealing to consumers seeking versatility in their wardrobes.

Top athcouture trends of 2024

Athletics meets Ready-to-Wear
This trend blends athletic wear with traditional ready-to-wear clothing, reflecting a shift towards comfort and practicality in fashion post-pandemic. Designers incorporate sporty elements into everyday outfits, ensuring they remain stylish and functional.

Mixing masculine and feminine styles
Designers embrace the juxtaposition of masculine and feminine elements. They pair soft, feminine skirts made from lightweight fabrics with structured, menswear-inspired tops like blazers or trench coats, creating a balanced and modern look.

Sheer and layered fabrics
Sheer materials make a statement, particularly in skirts. Designers layer these fabrics to maintain elegance while adding allure, often pairing them with more substantial pieces for a sophisticated finish.

Bold accessories
Accessories take centre stage, with oversized and statement pieces becoming essential for completing outfits. Expect to see large earrings and unique jewellery designs that add dramatic flair to athcouture ensembles.

Colourful and playful patterns
Athcouture in 2024 features vibrant, playful patterns and colours, encouraging the mixing and matching of different prints for more expressive and fun outfits.

The brands and collections that caught our eyes

Nike

A recent and relevant piece of news to this article is Naomi Osaka’s return to tennis. To celebrate her return to tennis, Nike teamed up with the fashion label Ambush to create a unique competition kit for her comeback at the US Open. Ambush is the brainchild of Yoon Ahn, a Korean-born designer who grew up in Boston. She has an impressive track record, having worked with brands like A Bathing Ape, Nike, Off-White, Louis Vuitton, Dr Martens and Sacai. Yoon moved to Tokyo, where she built her label and following by blending streetwear with high-end fashion in her designs.

Osaka’s custom look includes a one-of-a-kind performance dress made just for her game, plus a walk-on skirt and jacket featuring an oversized bow that’s as eye-catching as her skills on the court. Yoon also designed a personalised headphone cover for Naomi.

To continue on the Nike train, the sportswear giant leads the athleisure market by combining performance and style, offering a wide range of apparel for various sports and casual settings. Their DRI-Fit technology keeps athletes comfortable and dry, suitable for intense workouts and everyday wear. Nike’s collaboration with Japanese fashion studio Sacai has resulted in a new women’s sportswear collection that blends couture elements with athletic silhouettes, featuring unique pieces like a jacket with a cape and a dress with a bustle-like tail.

Also see: Travel in style: The must-have on-the-road luxury accessories for Fashion Week

Adidas x Gucci

Known for its sleek designs and commitment to sustainability, Adidas offers a mix of high-performance activewear and stylish streetwear. The brand has successfully collaborated with luxury labels like Gucci, creating unique collections that merge classic sportswear with high fashion. Adidas is recognised for its iconic three-stripe logo and versatile pieces that can be dressed up or down, appealing to a wide audience. Having created a unique collection that combines the iconic logos and styles of both brands, the collection features men’s and women’s clothing, shoes, bags, and accessories that showcase the synergy between sportswear and high fashion.

Lululemon

Lululemon continues to expand its offerings with new collections catering to various activities and styles. Known for its high-quality leggings, tops, and outerwear, the sports brand focuses on technical fabrics for comfort during workouts while ensuring trendy designs for casual outings. The label is known for its elevated athleisure and has cultivated a dedicated following, particularly among fitness enthusiasts and those seeking stylish loungewear. Lululemon has just launched its Casual Collection of 2024. It features easy, everyday pieces that emulate this season’s hottest style trends. From classic outerwear styles to comfy athleisure picks, the collection is the perfect closet refresh for both men and women.

The North Face

Primarily still considered a brand in the “athleisure” category, The North Face – who recently launched its new Urban Exploration Beyond the Horizon collection – has collaborated with premium brands in the past, such as Gucci, Supreme and MM6. These have led to unique collections that blend outdoor functionality with luxury aesthetics. The collaboration with Gucci has been particularly significant. Launched in 2020, this partnership resulted in collections celebrating exploration while incorporating luxury fashion elements. They feature a mix of outdoor gear and high-fashion aesthetics, such as a Gucci-branded tent and apparel that blends The North Face’s ruggedness with Gucci’s eclectic style. The success of these collections, marked by high demand and cultural buzz, underscores The North Face’s role in the athcouture landscape.

The brand’s collaboration with Supreme has also been influential, merging streetwear with outdoor functionality. This partnership produced limited-edition items that are highly sought after, further establishing The North Face’s presence in the fashion world. When collaborating with MM6 Maison Margiela, the outerwear brand has explored avant-garde designs that challenge traditional outdoor apparel aesthetics. This partnership emphasised creativity and fashion-forward thinking, aligning with the principles of athcouture.

Also see: The fashion of Emily in Paris

New Balance

New Balance plans to elevate its collaboration game this September by partnering with the esteemed Italian luxury brand Loro Piana. This collaboration centres around the iconic 990v6 sneaker and promises to blend high fashion with athletic performance.

The Loro Piana x New Balance 990v6 is rumoured to retail for a staggering US$1,500. The design maintains the classic silhouette that fans of the 990 series adore and incorporates premium materials such as nubuck and mesh, ensuring durability and comfort.

With only 1,000 pairs available for release, this limited edition sneaker generates significant buzz among collectors and fashion enthusiasts. The public launch is scheduled for September 5, following exclusive pre-orders for Loro Piana’s VIP clientele. This collaboration exemplifies the ongoing convergence of luxury and streetwear.

This is not the first time the American sportswear brand has partnered with a luxury label. Last year, they collaborated with fashion house Miu Miu to re-iterate the brand’s iconic 574 sneakers for the Spring/Summer 2023 season.

Bandier

This retailer offers a curated selection of athleisure brands, including its in-house lines that cater to fashion-forward consumers. Bandier’s collections feature trendy designs and high-performance fabrics, appealing to a celebrity clientele. The brand is known for its stylish leggings and tops that can easily transition from workouts to daily activities. Bandier once launched the We Over Me Private Label with Net-A-Porter.

Alo Yoga

Alo Yoga has gained popularity for its chic designs, often worn by influencers and celebrities. The brand creates versatile pieces that transition seamlessly from the studio to the street, appealing to fashion-forward consumers. Alo Yoga is known for its high-quality materials and stylish cuts, making it a favourite among fashion-forward consumers.

Girlfriend Collective

This eco-friendly brand emphasises sustainability by using recycled materials to create stylish athleisure options. Their inclusive sizing and commitment to ethical production resonate with environmentally conscious consumers, offering versatile basics and statement pieces. Its bestselling styles include the Sport Skort, Recycled Cotton Cropped Crew and the Compressive Pocket Legging.

Also see: What to expect at the upcoming September 2024 Fashion Weeks