With each new year, comes new style trends – some that stick and some that miss.
The latest we’ve seen began on the runways and has made its way all over TikTok, which if that tells you anything, it’s that this one seems to be sticking. At least for now. Right now, one of this season’s hottest trends is the merging of elevated fashion and the sports world. What happens when these two unlikely industries team up? And does it have longevity to make a lasting impact?
From Skims to Off Season, major brands are tapping into athletics to make a wave in new target audiences that they originally may have not been reaching. With celebrities like Taylor Swift and more drawing large viewership to sports due to their famed attendance, there is a profound impact when it comes to what they’re wearing and scoring major sales for the as-seen-on brands. Athletes and WAGs are making the stadium their runway and it’s proving to be a marketable success.
Kristin Juszczyk, wife of San Francisco 49ers player, Kyle Jusycyk, has created a viral career moment with the creation of her brand Off Season with entrepreneur, Emme Grede. Known for her NFL-inspired winter jackets, the idea came to Juszczyk when she was at a cold game watching so many people wear their favorite players’ jerseys over their coats. And that’s when she thought to combine their love for their team with something practical yet style-forward. Collaborating directly with the NFL Player’s Association, Off Season will release drops of elevated apparel and sportswear that blend performance technology with on-trend fashion. Since creating the infamous puffer jackets, Juszczyk’s design has been worn on stars like Swift, Simone Biles, Brittany Mahomes, and more.
Kim Kardashian’s brand Skims served as the official sponsor and dresser for the US Olympic team this past summer which has only elevated Skim’s credibility in the realm of performance wear. And the Skim’s newest partnership with Nike is bound to set a new standard in athletic wear. Athletes like Lewis Hamilton, Miles Chamley-Watson, Suni Lee, and more have been seen seated front row at major fashion weeks from New York to Paris to Milan. Prada, for the first time, dressed WNBA player Caitlin Clark for the draft while her rival Angel Reese has landed her own cover of Vogue. Luxury fashion houses even brought a mix of elevated sportswear to the runway. Miu Miu, who typically falls on the sportier side, showed windbreakers paired with their well known preppy pieces and thin, athletic sneakers. Spandex was a theme for brand’s like Tod’s, Ferragamo, and Alaïa.
Pairing luxe, elevated pieces with sport-inspired, casual pieces gives an effortless, toned down look, while still holding on to an air of coolness. With stars and A-listers alike stepping out to sporting events like NFL games, the US Open, and beyond, it’s likely we will see leading fashion brands making their way in to continue to blend the realms of fashion of sport.
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