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.
Why This Trend Is Growing
- 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.
- 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.
- 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.
Industries Being Reshaped
- 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.
- Fashion
- Fashion brands could capitalize on the trend towards athleisure-inspired lifestyle activewear, creating pieces that are both stylish and comfortable for everyday wear.
- 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.
