When you hear the words Mercedes-Benz Fashion Week Australia its typically followed by images of slightly emaciated models wearing threads that cost more than a month’s rent… but my friends, this year things played out a little differently.
Ok sure, there were still plenty of lustful clothes from local brands we adore (here’s looking at you Sass & Bide) but what got our attention was the new kids in town, or shall we say, catwalk…
Enter Sporteluxe athleisure and a lot of #fitspo
We’re not talking your everyday tights and sneakers combo; think bold colours, crops with leather jackets and sandals, tracksuits with heels (yes really), layers and neoprene bags – everything you to complete the studio to street look.
Labels incuded Huntrlnd, Tully Lou, Tone Fitness, L’urv, Nimble and Seafolly
And we want it all.
Vera Yan and Katia Santilli founded Nimble Activewear three years ago out of Bondi, and we may have done a little fist pump when we heard of their fashion week debut, where they partnered with Teva sandals to complete the looks.
Driven by the philosophy that truly functional activewear should never come at the expense of style, each Nimble Activewear collection is dedicated to both function and aesthetic. A continued focus on fabric development, garment construction and superior fit ensure a luxuriously smooth hand-feel and garments that move with you through the toughest of workouts. The brand’s signature edgy & feminine aesthetic with sleek designs and innovative prints have also earned it a place as one of Australia’s go-to athleisure choices. The brand has also expanded to incorporate a growing lifestyle range for transitioning from workout to everyday including sweats and outerwear.
Tully Lou is a modern day sportluxe activewear brand born in Australia that merges the boundaries between high quality performance activewear with standout, fashion forward streetwear design. The innovative, inspirational and modern designs are the creative dreams of Tully Lou’s designer and creative director, Tully Humphrey who created the label in 2013 as a way to motivate and empower woman to get up and live healthier, happier lives after overcoming an eating disorder herself. When you look good you feel good.
Anything that Tully releases automatically goes into our lust list, and we know you will love their signature pieces too!
Be sure to follow Tully on Insta for daily motivation minus the bulls*hit.
Tone Fitness Apparel
Tone Fitness Apparel was established by Elise, a design styling student from Sydney, with a dream to create activewear for women worldwide. After completing studies in Interior & Styling, she ventured into fashion after her designs were said to be ‘too bright & vibrant for modern day interior spaces.’ After having a design printed onto a pair of leggings, her career was born. She started this brand at just 18 years of age in 2014 and it continues to grow. With international travel, a passion filled studio and an expanding team, our collections have been carefully designed by our colour consultant and fashion design creatives, whose mission is to give the confidence, comfort and versatility needed to reach goals that may have been seen to not be possible. We create looks without limitations. Tone Fitness Apparel fits into all areas of life, from gym to street.
HUNTRLND is a luxe-wellness brand that specialises in women’s luxury sports & leisure apparel. each collection is designed from start to finish. beginning with a mood concept, this is fleshed out with sketches, colours, and prints to present a beautifully curated collection that converts effortlessly into a stunning store display. emily highfield, HUNTRLND’s co-founder/director, has been a designer in the fashion industry since 2006. during this time she worked for several prominent australian fashion brands, including yeojin bae, white suede and witchery. in 2007, HUNTRLND united with australia’s number 1 ballet company, the australian ballet. drawing on her 18 years of ballet training, highfield designed a capsule collection of luxe activewear specifically tailored to the australian ballet company dancers and their community. the HUNTRLND brand ethos is about continually reinventing yourself; learning and growing each day; living consciously; living with purpose and living with positivity and love.
L’urv is a boutique sportswear and swimwear label designed for unique and active individuals. Inspired by nature and colour, L’urv is for vitality, creativity and positive living. Based in Melbourne, L’urv was established in 2012 by designer and former athlete Libby Pettit . Identifying the growing demand for original and luxurious sportswear, the collections feature high quality performance fabrications, directional pieces and exclusive prints. The label is stylish and comfortable, extending yoga, fitness as well as dance to your everyday wardrobe. L’urv’s limited edition designs and contemporary colours will make you standout in the fitness crowd – whether you’re at the gym or on the street.
SEAFOLLY’s vision is to become the world’s most iconic swimwear and beach lifestyle brand. Founded in 1975, SEAFOLLY has become synonymous with Australian beach lifestyle – spirited, aspirational and naturally beautiful. There’s no place like the Australian beach and SEAFOLLY has helped shape unforgettable summer moments since its inception. Known for its dedication to fashionability and superior fit, SEAFOLLY continues to set the standard for continuous originality of on-trend swimwear, cover ups, active swim, activewear, accessories and girls’ swimwear. Bold statement prints and colors, flattering specialty fits, fashion-forward fabrications, and thoughtful design details all encapsulate and reflect SEAFOLLY’s love of innovation, quality and authenticity. SEAFOLLY is desirable to women of all ages and sizes, which makes it well known and frequently stocked around the world. The brand’s seasonal marketing campaigns are infamous, featuring world recognisable talent such as Gigi Hadid, Miranda Kerr, Jessica Hart and Shanina Shaik.
*banner image from Tully Lou UPSTATE campaign shop the look here