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READY FOR AN ATHLEISURE SESSION?

BY ELISABETH PRAT AND HÉLOÏSE GAZZOLA
 
BECAUSE NEW LIFESTYLES CALL FOR NEW PRODUCT CATEGORIES, HOW TO CATCH THE ATHLEISURE MARKET,  THE MOST RECENT CREATION OF SPORT AND FASHION HYBRIDIZATION?
 
ONCE UPON A TIME, IN THE LAND OF SPORTS & FASHION…
 
Since the beginning of the 20th century, we’ve been looking for more comfort, simplicity, and liberation from the constraints of fashion for our bodies. Sports gain influence in the 1910’s and 20’s, then really come to the fore in the 80’s with the rise of disco and aerobics, with sportswear entering the everyday ready-to-wear market thanks to jersey. This move towards a sporty look is hastened by lycra and the development of high-performance fabrics. Silhouettes then become body-conscious, skinny, and then slim and fitted.
 
1. Sports in the 30’s, with dancer and charleston champion gwendlyn graham and her troupe wearing jersey leotards 2. Madonna embodying the sexy aerobic look in the 80’s 3. Linda Evangelista in a chanel advertisement in the 80’s 4. Chanel campaign SS15(…)
 
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