The New Collection by Lotto is Bright, Cheerful and Enthusiastic
References: lotto.it & highsnobiety
The new activewear capsule by Italian heritage brand Lotto isn't specialized or geared toward a specific sport or level of athleticism. Rather, the label chooses to celebrate "the sport of life." Its 2018 collection 'LIFE'S' is split into two categories — LIFE'S Active and LIFE'S Inspired. It is fairly intuitive that the former is meant for training, while the latter caters to an athleisure-inspired lifestyle. Lotto combines performance with fashion to produce fits that are highly breathable, provide a good amount of stretch and comfort, but that also have a stylish edge to them.
The pieces in the activewear capsule are showcased in a lookbook that boasts optimism and showcases people that are working or hanging out together, while absolutely enjoying life.
The pieces in the activewear capsule are showcased in a lookbook that boasts optimism and showcases people that are working or hanging out together, while absolutely enjoying life.
Trend Themes
1. Celebration of 'the Sport of Life' - The trend towards inclusive activewear that is not geared towards a specific level of athleticism provides an opportunity for brands to create products that celebrate all types of movement and physical activity.
2. Athleisure-inspired Lifestyle - The trend towards athleisure-inspired lifestyle activewear provides an opportunity for brands to create products that seamlessly transition from the gym to everyday wear.
3. Performance Meets Fashion - The trend towards incorporating fashion elements into performance activewear provides an opportunity for brands to create products that combine form and function.
Industry Implications
1. Sportswear - Sportswear brands could capitalize on the trend towards inclusive activewear and athleisure-inspired lifestyle activewear, creating collections that cater to a wider range of physical activities and personal styles.
2. Fashion - Fashion brands could capitalize on the trend towards athleisure-inspired lifestyle activewear, creating pieces that are both stylish and comfortable for everyday wear.
3. Textiles and Fabrics - Textile and fabric companies could capitalize on the trend towards incorporating fashion elements into performance activewear, creating fabrics and materials that prioritize both breathability and durability without compromising on style.
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