Over the past couple of years, fitness has become much less of a routine necessity and much more of a lifestyle that extends way beyond the gym. Attending group workouts with friends has become the new drinks and dinner, avocado on toast and matcha lattes are on the menu at most local cafes and wearing activewear outside of the gym has become socially acceptable. Athleisure brands have spotted this trend, and gym clothes for women have come a long way from jogging bottoms and baggy t-shirts (and let’s not mention the leotard….) with more and more fashion brands launching an activewear range. The latest is British fashion brand Jack Wills (a company close to my heart seeing as they were founded in the West Country…. just like me!) who have designed an athleisurewear collection that is as stylish as it is functional – combining fitness and fashion. Check out the full collection here.
All photographs in this post taken by Anna Rachel Photography.
Whilst it may be easy to write off brands as “jumping on the bandwagon” of the fitness lifestyle trend, I see it a hugely positive thing that large companies not only acknowledge but also support the pursuit of a healthy lifestyle, as opposed to a short-term solution.