Sport and fashion: the era of athleisure
The first signs of change were the return of the T-shirt, which has found a way to enhance its simplicity by hiding under the jacket of the tuxedo, or in the combination with skirts and pants. At the same time the leggings, in a variety of fabrics, ceased to be runner's clothing to be worn with dizzying heels beyond Kim Kardashian and the sneakers became the must have of the man in his career, perpetually racing against time. The revolution of sporty chic began, in essence, when the three basic garments of sportswear were emancipated from their purely utilitarian function to be relocated to casual outfits and glamour.
A culture of images
The theory of nostalgia
The same year he released the video Just a Girl by No Doubt, a piece against the stereotype of female representation as a weak sex. The song was a global hit and Gwen Stefani, the group's voice, set himself up as the undisputed icon of sporty chic, with Vans on his feet and succinct cheerleader tops. His style was inspired by baseball, basketball and American football in its colours and selection of garments. The same look will be found, in an evolved and rigorously personalized form, in the breathtaking outfits of Iggy Azalea.
Sport on the runway
The technical clothing companies produce garments for those who practice sport but, many of those cuts, materials, solutions that are adopted to meet the needs of those who must move in maximum comfort, end up being adopted on clothes intended for everyday life that, with the approval of the brand, become catwalk clothes. At the same time, classic sportswear improves itself: from a technical point of view, with the discovery and use of high-performance fabrics; from a conceptual point of view, working on aesthetics and brand identity, also through important collaborations such as the one between Puma and Rihanna, which signed the Fenty capsule collection.