Category
Lifestyle
Sugar Moderation
Trend cluster
Category
Fitvertising
Athletic themes in photography signify that skinny is out, fit is in.
4.9
Trend score
Trend
What is the Fitvertising trend?
Fitvertising: The too-skinny model controversy may be on its way out, thanks to a surge in fashion photography focused on athletics and fitness. Emphasizing fitness and muscle tone rather than twig-thin bodies, fitness-themed photography not only puts consumers in a healthier state of mind, it presents opportunities for traditional sportswear brands as well as labels wanting to break into the “athleticouture” scene.
Trend themes
Themes within the Fitvertising trend
Three behaviours holding the trend together01
Fitness-themed Photography
The surge in fashion photography focused on athletics and fitness is emphasizing fitness and muscle tone rather than twig-thin bodies, presenting disruptive innovation opportunities for traditional sportswear brands as well as labels wanting to break into the 'athleticouture' scene.
02
Vibrant Workout Fashion
The trend towards upscale and trendy workout fashion presents disruptive innovation opportunities for athleisure and fitness brands looking to energize the social aspect of working out while standing out in hot spandex.
03
Fierce Athletic Spreads
The trend towards athletic themes emphasizes the combination of fashion and athleticism, presenting disruptive innovation opportunities for fashion brands to showcase dynamic fluidity, beauty, and grace.
Industry implications
What the Fitvertising trend means for industry
Where the trend changes the playbookFor
Athleisure
The trend towards upscale and trendy workout fashion and fitness-themed photography presents disruptive innovation opportunities for athleisure brands looking to energize the social aspect of working out while standing out in hot spandex.
For
Fashion
The trend towards athletic themes emphasizes the combination of fashion and athleticism, presenting disruptive innovation opportunities for fashion brands to showcase dynamic fluidity, beauty, and grace.
For
Fitness
The surge in fashion photography focused on athletics and fitness presents disruptive innovation opportunities for traditional sportswear brands as well as labels wanting to break into the 'athleticouture' scene.
Trend signals
Trend signals for Fitvertising
Trend score 4.9 out of 10, from popularity 63%, activity 75%, freshness 8%.
Popularity63%
Activity75%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Fitvertising trend
6 featured examples from Apr 10 to Nov 28, 2010CategoryFashion
Sultry Athletic Spreads
This Sports-Themed Editorial by Photographer Akila Berjaoui is Motivating
Disruptive innovation opportunities in this industry could include the integration of augmented reality in sports fashion retail, or the development of technology-enabled clothing…
CategoryPop Culture
Fierce Sporty Fashion
The Elle 'Dynamism in Motion' Spread Collects Beauty and Athleticism
Disruptive innovation opportunities in creating fashion-forward athletic apparel and accessories.
CategoryFashion
Bull-Horned Babes
Marc Adrian Captures Movement in his Models
Disruptive innovation opportunity: Develop and market innovative tools and techniques that push the boundaries of traditional photography and enhance the capture and presentation…
CategoryFashion
Fierce Fitness Photography
Milan Vukmirovic Gets Physical for L'Officiel Hommes Issue 20
The trend of fitness and physical aesthetics in everyday human life presents opportunities for disruptive innovation in the fitness industry, such as personalized virtual coaching…
CategoryLifestyle
Vibrant Fitness Fashion
Reina Montero Shines in a Workout Fashion Shoot
Disruptive innovation opportunity: Develop innovative workout apparel using advanced fabric technologies and designs that appeal to the fashion-forward fitness market.
CategoryFashion
Business Suit Fitness Shoots
For 'No Sweat' in T Magazine, Aiden Andrews Works It Out
Opportunity for photographers to explore creative and unconventional concepts in their work.
