Fitness wear is booming in Latin America
23/07/2013
Around 110 exhibitors from 14 countries attended the show, with the “When fitness meets fashion” conference one of the highlights.
“There is no doubt that fitnesswear is now fashionable,” said Geni Ribeiro, a textile consultant and chairman of the debate. “In Brazil, fitness was born on the fashion shelves, then it headed for sports and is now back full force, lending to the fashion world spontaneity and lightness of movements.”
The 8th edition of Première Vision São Paulo focused on autumn/winter 2014 and was visited by 6,162 designers, buyers and journalists.
“Today we are going through a time of interest in functional clothing that is both comfortable and stylish,” said Raquel Alvarez, a designer at Brazilian women’s clothing brand Sacada. “Fitnesswear enables this exchange, ensuring versatile looks.”
Groupe Carlin’s trends expert Natalie Oliffson agreed: “This is a global trend that can be seen both at the international fashion shows and in the daily routine in Latin America. It is something that has been happening for some time and that can be noticed more clearly now.”
Adriana Berto, product developer for Brazilian womenswear brand Kalimo, said the company moved into activewear three years ago after noting a demand from the market. “Those who work with this type of product should know how to make this connection and understand there is a different timing for creation, mainly in terms of design and colour range,” she advised.
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