NEW YORK, United States — Clothing giant Zara has launched its first ever activewear collection, propelling the clothing category further into the mainstream.
Adding a gymwear section to its website, with relatively no promotion around it, items are now available for pre-order in the United States, including lightweight pieces, statement swimwear, monochrome basics and luxe loungewear.
Taking its cues from the current athleisure trend, the fashion-forward line mixes t-shirts, leggings and sweatshirts with trainers and accessories that can be worn in and out of the gym.
Following in the footsteps of rival brands Forever 21, Primark and H&M, the arrival of the budget-friendly line doesn’t come as a shock move. The fact that the collection launched so quietly simply highlights how entwined activewear and high-fashion have become.
Recognising the potential that exists in the activewear market, Topshop is also set to launch an athleisure collection during 2016, in collaboration with Beyonce.
Said to be launching this spring, the highly anticipated collection will span clothing, footwear and accessories, and will be available in Topshop stores across 20 countries.
Beyonce, who is working with Topshop’s development team to create and produce the technical and fashion-led collection, first announced the partnership back in 2014.
Phillip Green, Chairman of the Arcadia Group, which includes Topshop said at the time:
“We have been looking at this category as fashion-inspired fitness develops, and know that this is right in our customers’ heartland. Creating a partnership with Beyonce, one of the most hard-working and talented people in the world, who spends many hours of her life dancing, rehearsing and training is a unique opportunity to develop this category.
With more and more high street giants delivering athletic streetwear to the mass market, smaller brands will have to innovate to remain in the game.