Big European luxury brands are increasingly incorporating American sportswear aesthetics into their collections. Polos, windbreakers, sporty blazers, and performance fabrics are showing up in runway shows in Paris and Milan.
What’s driving the shift? A few factors:
younger consumers wanting fashion that is both stylish and practical;
athleisure’s mainstreaming into luxury;
heritage/traditional fashion houses wanting to stay relevant.
The result: hybrid styles that mix polished tailoring with sporty fabrics, luxury with utility. Think elevated track pants, performance outerwear styled for formal settings, sneakers under suits. It’s fashion that looks like it could go from a meeting to a morning jog.
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