Poplook athleisure collection. (Picture by Mohd Asri Saifuddin Mamat)

Poplook has launched its athleisure collection in line with the current trend.

FOR the past few years, athleisure has set a trend in the fashion industry. The concept of wearing activewear in everyday life is such a hit that many celebrities and models are seen in them.

Celebrities and models such as Kate Hudson, Kendall Jenner and Gigi Hadid walk around town wearing their trendy and stylish athleisure attire.

Athleisure is so popular that even Merriam-Webster dictionary has a definition for the term — “casual clothing meant to be worn both for exercising and for general use”.

Since the trend started in 2010, every well-known athletic brand has launched a athleisure collection. These include Under Armour, Nike and Adidas which featured their collections at last year’s New York Fashion Week.

Other brands that have jumped onto the bandwagon include Gap, J.Crew and Forever 21.

Even celebrities are coming out with their own collections including Ivy Park by Beyonce, Calia by Carrie Underwood and Fabletics by Kate Hudson. Heidi Klum also designed her collection with New Balance.

Forbes magazine says the athleisure trend has filled a gap in the market place, where athletic clothing is previously not particularly stylish.The demand for this type of clothing is driven by millennials who want to wear their workout attire as everyday clothing.

STYLISH AND FASHIONABLE

Cashing in on the trend is local brand Poplook which has launched its athleisure collection with 30 designs comprising sweaters, crop tops, pants, bell bottoms and hoodies.

The materials are stretchy jersey, polybland, dry easy, cotton and scuba in various colours including grey, black, nude, pink, pastel and maroon.

Poplook fashion designer Nik Amanina Liyana says there is an increasing demand for these attire as people want to follow the styles of their celebrity idol.

In addition to being stylish and fashionable, they also like athleisure attire for its comfort.

“Our collection is for those who want clothes for their physical activity and for meeting friends later without having to change into something else. It does not look like you just left the gym because it’s simple, comfortable and casual. But if you don’t want to wear it for exercise, you can wear it to meet friends or for travel. It is the trend now.”

Poplook had always wanted to launch an athleisure collection to rebrand its active wear.

“We wanted something new and fresh. We could not launch it until now because we wanted someone who could represent the style. We decided to appoint an ambassador for the first time because this collection is important to us.”


Nik Amanina (left) with Nurin Afiqah at the launch of the collection. (Picture by Mohd Asri Saifuddin Mamat)

Poplook has appointed Nurin Afiqah Zulkifli, a zumba instructor, as its ambassador.

Nurin, 21,is also a social media influencer through Instagram and Twitter.

“With Nurin as the face of the collection, we hope to send the message that it’s important to be healthy regardless of how busy you are,” says Nik Amanina.

The collection is available online (poplook.com) as well as at Poplook stores in Setia City Mall and The Curve.

kasmiah@nst.com.my

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