It seems that activewear is intent on continuing its quest for world domination. Following months of fervent speculation, July 9 will officially mark the launch of luxury e-tailer Net-a-porter’s activewear counterpart. The site will be called…you guessed it, Net-a-sporter.
In the words of company president Alison Loehnis, the idea for Net-a-sporter was born after she and her team “discovered that there was an increasing desire for all things fitness-related and that women across the world are becoming more and more active”. With that in mind, the company has created a online destination exclusively for the sporty set, consisting of a healthy mix of accessible and luxury activewear brands. In total, there will be 37 labels catering to eleven different pastimes available starting launch day. Among these labels will be a dance wear line from Mary Helen Bowers, former ballerina and creator the mega-successful Ballet Beautiful fitness empire. Bowers’ loyal clients appropriately include some of fashion’s upper crust, such as Vogue contributing editor and Moda Operandi founder Lauren Santo Domingo. A must-have item from her collection? A pale pink wrap cardigan, which retails for nearly $250. Another piece destined to be popular on Net-a-Sporter? A tennis dress featuring neon detailing from the label Monreal London that goes for nearly $430. You will also find a $171.34 yoga mat and a $342 Zimmerman bikini.
But, do not let these prices deter you. According to Loehnis, you will not simply be wearing your new activewear to that 6 a.m. barre class. She and the Net-a-porter team have “developed a category called ‘après sport’ designed for those who want to look incredibly stylish after their workout”. Need to run out for coffee with a friend after a round of doubles? Not a problem. Have some errands to run after swimming a few laps? All the better.
As someone who has recently embraced the upside of an active lifestyle, I cannot wait to explore what Net-a-Sporter has to offer. The idea of activewear that can legitimately transition from your workout to the rest of your life is something that has been tossed around a lot, but has seen very little results. I think with the launch of Net-a-sporter, that dream may finally be realized. You will definitely find me browsing away on lunch day!