The Invasion of Sportswear – BookF27

The Invasion of Sportswear

ValentinoValentinoValentinoChristian DiorLouis VuittonBalenciaga

The luxury sector in fashion has been dead for a few years now. It is common knowledge that brands have been surviving for the longest time of their accessory collections such as handbags, sunglasses and for some even perfumes! Just when we thought we had reached our all-time low with Fendi’s bag straps and keychain, the tracksuits slowly made its appearance on the runway and now the visor is making a comeback… total luxury at its finest! We totally blame the millennials and #streetstyle pictures for this one… for all we know, designers are now looking into Instagram and Pinterest for inspiration these days!

Athleisure is becoming a thing in high-fashion and we’re not a fan! Perhaps with the never-ending hype of  Vetements and Off-White, brands such as Valentino and Louis Vuitton felt like they were missing out or not trendy enough. Sports bra and tracksuits were seen on Valentino’s Resort 2018 collection with embellished sock-sneakers just like the Balenciaga pair that’s always sold out. Evening and Cocktail dresses are being worn with slippers instead of sneakers..oops we meant heels, but remember that phase? We don’t even consider it tragic anymore.

It could also be that our traditional luxury brands are trying to keep up with the “See Now, Buy Now” paste, with Tommy Hilfiger and Topshop seeing an increase in sales immediately after their shows. Ultimately, one could think that going into sportswear is the solution. Tracksuits are easy to make, unchallenging to sale and are largely a bigger necessity then what brands such as Dior and Marc Jacobs usually have to offer. Obviously, there’s a reason why these 700$ t-shirts have been selling fast!

Sportswear has completely invaded our feeds and e-commerce website and most likely just like crocs, and it’s unlikely that this trend will die soon.

By Anne-Isabelle Saint-Pierre