Unintentional Fashion Pioneers 

What is Streetwear?

Changes Post-Pandemic

Streetwear in the mid-2010s

What do consumers value now?

Revisiting Insight from the Fashion Capitals: London, Paris, and Milan

Moving Forward

References: Image: Copenhagen Fashion Week Image Bank. Hypebeast: Streetwear History & Definition. GQ: The Supreme Leader: The Extended James Jebbia Interview. Dazed: Virgil Abloh: Streetwear?. GQ: Supreme x Louis Vuitton: See Every Piece from the Game-changing Collaboration. Investopedia: Lipstick Effect: Definition, Theory, and Value As Economic Indicator

Alexandra Brøndum is the U.S. Media Researcher at VOCAST. She has a bachelor’s degree in Communication from UC San Diego and a master’s degree in Cognition and Communication from Københavns Universitet. Outside of work, she is a singer and songwriter.

This article is an interpretation of an older article, written by former UK and US Researcher Georgina Juel and Italian Market Coordinator Olivia Mariani.

This article was published on the 13th of August 2025 and the original article was published on the 18th of August 2020.

Want to learn more about these curated lists? Feel free to contact us.

Dewy skin, minimal makeup, and soft, shiny hair are trademarks of the ever-rising “clean girl aesthetic.” Since the early 2020s, the trend has taken over social media platforms like TikTok and Instagram, and experts say it’s here to stay. Alongside the growing consumer demand for a minimalistic skincare, makeup, and hair routine, more and more brands are catering to customers’ needs for conscious beauty products — ranging from toxin-free ingredients and sustainable packaging to sleek designs. It is clear that we have entered an era where consumers value not only a product’s effectiveness but also its impact, quality, and craftsmanship — values reminiscent of the Scandinavian ethos. But what are the implications of the clean beauty movement within this context, and how can brands harness the rise of conscious consumerism, extending its relevance beyond the beauty industry? 

In a conversation with three visionary Danish clean beauty brands, VOCAST explored the rise of the clean beauty movement and its impact on brands in an ever-evolving market. Speaking with the brands’ founders, we asked them how they define clean beauty, how it shapes their brand identity and marketing, as well as where they see the movement heading. As consumers continue to prioritize purity and transparency, the clean beauty movement is not only making a mark in the beauty industry but also in the broader landscape of conscious living. 

Meet Jette Nørgaard Haulrig

Meet Heydi Vásquez

Meet Carina Muriel Conradsen

Clean beauty and the Scandinavian ethos of craftsmanship & design

When clean beauty first entered the market a few years ago, it was primarily defined by what it lacked—toxins, parabens, sulfates, and other harmful ingredients. Reflecting a rising consumer awareness, it tapped into a growing consciousness about what people were putting in and on their bodies. Clean beauty promised safer, simpler alternatives. But as the movement has evolved, so has its definition. Today, “clean” is no longer just about avoiding the bad—it’s about embracing the good. From ethically sourced ingredients to sustainable packaging and transparent production, clean beauty now embodies a broader, more holistic approach to wellness and responsibility.

“Clean beauty demands more. It requires a 360-degree perspective; how a product is formulated, produced, used — and what happens when it disappears down the drain.”

– Jette / Yrolí

In today’s market, clean beauty is furthermore defined by trust and transparency. Consumers are more aware than ever of what’s in their products and how those choices align with their values. Clean beauty brands are committed to offering clarity through honest communication about ingredients, sourcing, and production. This ensures that products are safe and aligned with sustainability and ethical responsibility, empowering consumers to make informed choices that support both their health and environmental priorities. 

“At Ara’kai, we approach clean beauty as a promise to prioritize care and integrity, from how we source materials to how we communicate with our customers.”

– Heydi / Ara´kai

While many associate clean beauty with fixed standards, some brands, like Elou, embrace a more fluid interpretation of the term. For Carina from Elou, it’s essential not to let the word “clean” stand alone without context. Instead, brands should clearly communicate what they stand for—whether it’s plastic-free packaging, nature-derived ingredients, or a commitment to avoiding harmful substances. Carina emphasizes the importance of intention: vague or ambiguous language can easily mislead consumers. The takeaway? Be clear about what exactly makes your brand “clean.”

“We choose to use ‘clean’ with great care and consideration, not leaving the term to stand on its own without substance behind.“

– Carina / Elou

As with all things Scandinavian, clean beauty brands from the region embrace the movement’s core principles of purity and transparency, while also aligning their actions with the Scandinavian ethos of craftsmanship, simplicity, and elegance. Much like in Scandinavian interior design and fashion, nature plays a central role—both as a source of ingredients and as inspiration for the products themselves. These brands focus not only on what goes into their formulations, but on the entire experience, offering no-fuss products with minimalist, beautifully designed packaging. In this context, clean beauty becomes more than just a routine—it becomes a lifestyle, defined by both purpose and aesthetics. As Heydi, founder of Ara’kai, puts it: “It’s a natural connection.”

“To us, clean beauty and Scandinavian craftsmanship go hand in hand; purposeful, precise, and built to last.”

– Jette / Yrolí

With a strong emphasis on quality, simplicity, and integrity, Scandinavian clean beauty brands integrate these values into every aspect of their products—from formulation to packaging.

Image credit: Yrolí

The role of design and visual appeal

Consumers today seek more than just functionality: they want products that make a statement, seamlessly blending practicality with aesthetic appeal. For clean beauty brands, maintaining a strong, intentional design is crucial in connecting with the conscious consumer and building trust. All three brands we interviewed use design as an extension of their brand identity, aiming to create a seamless connection between their products and the conscious lifestyle they reflect. From creating calming spaces to aligning every visual element with their purpose, storytelling is at the heart of their marketing strategies. Building a strong relationship with your audience starts with clear, intentional communication — from product descriptions to advertising and brand messaging. 

“Design and storytelling are everything! They’re how you communicate who you are before anyone even opens the bottle.” 

      – Heydi / Ara´kai

“Through our imagery, we want to provide our customers with a glimpse into a universe where they can easily see how our products align with a conscious, mindful way of living.” 

– Carina / Elou

But aesthetics aren’t everything. While visual storytelling can reinforce branding and give consumers a clear sense of what to expect, it’s crucial to stand out in a world of greenwashing and performative activism disguised as sustainability. To build genuine trust, clean beauty brands like Yrolí rely on certifications such as the B Corp and Nordic Swan label to validate their standards and values. In Jette’s words: “Clean beauty is not a vibe — it’s a verified standard.” It’s clear that in today’s market, transparency isn’t just appreciated; it’s expected.

“With so much noise in the industry, consumers need honest signals.” 

– Jette / Yrolí 

Similarly, the design itself should reflect the conscious choices consumers make when buying clean beauty products. Brands like Elou are continuously improving their design to align with their values and mission, always striving to minimize their carbon footprint. A key example is their packaging, which is not only plastic-free but made from grass paper—one of the most sustainable options available.

“Our packaging design reflects and supports the very essence of the clean beauty philosophy. The outside should represent the inside, which is why we value the outer packaging just as highly as the contents, the ingredients  themselves. ” 

– Carina / Elou

In a market increasingly focused on authenticity and transparency, clean beauty brands must ensure their design not only resonates with consumer values but also reflects the genuine integrity behind their products.

Image credit: Elou

Future trends & lessons learned

So, what’s next for clean beauty? We’ve gained expert insights into what defines clean beauty, how the Scandinavian ethos plays a role, and how communication and marketing practices can be leveraged. Now, the question turns to the future: what trends can we expect, and what lessons can brands carry forward as they navigate the demands of conscious consumerism?

To meet the growing demand for minimalist and authentic products, brands must focus on what truly matters. It’s about narrowing the focus to simplify routines while making a meaningful, positive impact. 

“I see a move toward products that simplify, not complicate – fewer products that do more, with less waste. ”

– Heydi / Ara´kai

Clean beauty is no longer just about what’s inside the bottle; it extends far beyond the ingredient list, encompassing how products are made, the values behind them, and the impact they leave behind. Brands need to ensure their visual appeal aligns with their actual products. Carina from Elou highlights the importance of considering the entire product cycle, as consumers are demanding more than just quality content. In this context, transparent communication and credible certifications are essential in earning consumer trust, as Jette from Yrolí points out. 

“Today, it’s more important than ever to consider the entire product, not just the content.”

– Carina / Elou

“True clean beauty has to be clean in every direction — not just in the ingredient list, but in intent, action, and outcome.”

– Jette / Yrolí

As we look to the future, it’s clear that conscious consumerism isn’t confined to the clean beauty realm—it’s a movement that spans across industries, from fashion to interior design and beyond. Consumers today are increasingly prioritizing transparency, sustainability, and authenticity in all areas of their lives, and brands across sectors need to respond. By embracing these principles, brands can create products and experiences that truly resonate with the growing demand for ethical choices. 

“People are asking harder questions, not just about ingredients but about sustainability, supply chains, and ethics.”

– Heydi / Ara´kai

The clean beauty movement is just one part of a larger shift toward conscious consumerism, where transparency, sustainability, and quality take center stage. Brands that stay true to these values and communicate them clearly will be best positioned to thrive in a world where mindful choices define the future.

Image credit: Ara´kai

Your go-to list of the most relevant clean beauty influencers across markets:

Our research team has handpicked the top clean beauty influencers from each market. Explore them below:  

References: Mintel: Conscious cosmetics: The rise of clean beauty, Mysa: What is Clean Beauty and Why Does It Matter?, Vogue: Why the clean girl aesthetic refuses to die.

Image credit: Yrolí, Ara´kai, Elou 

Kim-Mara is the Dutch Media Researcher at VOCAST. She is a Communication Science student at the University of Amsterdam, currently completing the rest of her bachelor’s degree in Copenhagen. Outside of our office, she is passionate about fashion and content creation. 

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In recent years, the appeal of trendy marble coffee tables, plush sofas, and finely designed lamps has captivated us all. While the interior design industry often embodies craftsmanship, it also has a less glamorous side: its environmental impact. This reality has pushed terms like circularity, recyclability, and sustainability to the forefront of the interior design industry. At the same time, the industry’s emphasis on aesthetic appeal, which is deeply inherent in its marketing and branding, raises the challenge of seamlessly integrating sustainability values without compromising its visual allure. So, what does it truly mean for a brand to embrace sustainability in interior design? And how can companies strike a balance between captivating aesthetics and embedding circularity and recyclability as foundational elements of their brands?

To explore these questions, VOCAST has spoken to Mater, a Copenhagen-native interior brand founded in 2006, pioneering green-tech interior design with sustainability and circularity at its core.

Meet Trine Mark Egeberg

From Trends to Necessities: Circularity and Recyclability in Interiors

Circularity and recyclability have become hot topics in the interior design industry, as conservation and saving the environment from further damage have become pressing issues. At the same time, consumers continue to seek out designs that enhance their living spaces and well-being, following ever-changing trends. This high demand has forced the industry to rethink its production processes, driving innovation that prioritizes sustainability while maintaining impeccable style and appeal. For Mater, sustainability has always been at the core of its philosophy. Trine explains:

“When we started working with sustainability in 2006, most people actually thought sustainability was a passing trend—it wasn’t, and today it’s more important than ever.”

Trine emphasizes that Mater’s commitment to sustainability has been part of the brand’s DNA since 2006, evolving with each collection to the point where the brand now exclusively launches new products made from recycled materials or designed with other sustainable practices. According to Trine, the “simplicity” and “tangibility” of Mater’s sustainable messaging— is a crucial factor in countering rising issues of greenwashing in the industry.

“Our learning has definitely been to keep the sustainable messaging very simple. Sometimes you forget that we’re working with it every day, but for others, it can be quite complex.”

Trine further advises brands to focus their sustainability messaging on actions with significant impact, as this increases credibility and resonance with consumers:

“Don’t focus on things that have a small impact. A truly sustainable message should focus on the significant aspects that create real impact, rather than getting lost in smaller details like packaging or minor components of the product.”

When Aesthetics Speak Sustainability

As sustainability becomes an essential component of interior design branding, Trine indicates the importance of maintaining aesthetic integrity. For Mater, sustainability is central, but it must never compromise the brand’s visual appeal:

“You should never compromise on aesthetics. A product will never be sustainable if the design, quality, and aesthetics aren’t on point.”

Just like the fashion industry, interior design is strongly dependent on its aesthetic appeal. Trine argues that sustainability should complement, not overshadow, a brand’s visual identity:

“This industry is all about aesthetics, and you will never be able to compete if what you offer isn’t visually compelling.”

The Potential of Imagery

Mater’s digital showroom plays an essential role in their sustainable branding efforts. By offering a detailed view of each product’s features, the showroom goes beyond aesthetics, showcasing the production journey and materials behind every design. This approach ensures that the visual appeal of a product is not the sole focus but is complemented by its sustainability story.

What sets Mater apart is their ability to let imagery communicate profoundly, as the brand’s digital showroom and curated images effectively communicate sustainability without relying on explicitly written messaging. This demonstrates the brand’s expertise in leveraging content to convey values in a refined, yet impactful manner. Mater also takes an innovative approach to blending sustainability with aesthetics.

The fact that their products are crafted from waste is seamlessly integrated into their branding through compelling imagery, consistently featured across their digital showroom, website, social media platforms, and sustainability reports. This approach reinforces the brand’s sustainability messaging while maintaining its refined aesthetic identity.

Striking the Balance: Aligning Innovation with Aesthetics

When asked for advice on balancing sustainability with brand aesthetics, Trine acknowledges the growing number of brands positioning themselves as sustainable. However, she stresses that sustainability should only be central to branding if it is genuinely impactful.

Trine’s guiding principle is to keep sustainability messaging simple, clear, and relevant to the consumer:

“When you make an effort, you naturally want to communicate it. But you should always ask if it’s truly relevant to the consumer, and most importantly, make it simple and clear.”

Meet the Green Interior Influencers across markets

Our research team has gathered some of the most inspiring contacts from each market. Take a look below:

Image Credit: Mater

Ema is the Media & Market Researcher at VOCAST. She grew up in Brussels and previously worked with fashion PR. She has a Master’s degree in International Development and Business and has a strong interest in sustainable and ethical practices within the fashion industry.

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Copenhagen Fashion Week is for many the culminating gathering of Scandinavian creatives. During the two weeks per year, one Spring/Summer edition and one Autumn/Winter edition, a global swarm of creatives flock around the Danish capital to get the details on the latest Scandinavian fashion. Traditionally, fashion weeks have provided an opportunity for the people on the commercial side of fashion, such as retailers, buyers, etc, as well as exclusive A-list celebrities, to scope out the latest trends seen strutting down the runways. However, with the boom of social media, the audience is changing. Who, then, can one expect to see at a Copenhagen Fashion Week fashion show in 2024?

Through market research and some invaluable insight from seasoned professionals, we have dissected the crowd at this year’s autumn/winter edition of Copenhagen Fashion Week, to help brands understand to whom they can direct their marketing and communications. According to the Fashion Editor for both Café Magazine and King Magazine, Daniel Lindström (@daniellindstrom), things have changed a lot since the golden days of fashion weeks.

“When I started going to shows, that was in ’99, before social media, it was just buyers and journalists. The buyers sat on one side of the catwalk, the journalists on the other. No celebrities at all. There was something called Fashion TV, a low-cost channel that aired all the shows. Looking at that video now from Prada’s Fall/Winter ’99, it looks surreal, because there were almost no people there. There were only 200-300 seats, and you see maybe a few retired industry people, maybe some New Yorker who owns a clothing store. Not a single celebrity, not a single spectacle.”

Meet the Insider: Daniel Lindström

Copenhagen as a Hub for Creativity

“Young, eclectic, positive”.

These are the three words that come to mind for Daniel Lindström when he thinks back on this year’s rendition of Copenhagen Fashion Week. And while he means that influencers have a tendency of turning the camera on themselves instead of reporting from the shows, he ponders on what Copenhagen Fashion Week would be without influencers:

“It [CPHFW] wouldn’t have been where it is today at all, they still spread this great image of Copenhagen as a fantastically creative city with young, new fashion designers, and a great environment for fashion. They have an important role in spreading the brand of CPHFW.”

Lindström paints a picture of Copenhagen as a hub for street style and a more democratic environment of fashion. Before Vogue Runway and influencers, fashion photographers would flock to Copenhagen to capture the outfits of both attendees and regular folk on the streets of the city. It became the foundation on which the street-style photography phenomenon grew. Since then, the crowd at CPHFW has turned out crazier, more eye-catching looks year after year, simply because of that strong tradition of great style that Danes seem to have. Both British, American, and (of course) Scandinavian Vogue reported attentively on the street style looks of this year’s Copenhagen Fashion Week, of which most portrayed the outfits of influencers.

“If you go to Copenhagen as an influencer today, there is so much content being created. It’s much more palpable in Copenhagen than at other fashion weeks”

Influencers being photographed in the streets act as direct, free content for the brands they work with. These days you will see many creators arriving at shows in fully borrowed looks, straight from the showrooms of the brands, most often in clothes from current collections. This is an effective way of reaching their audience without feeling pushy or unnatural, it is simply a case of capturing a stylish person on the street. It therefore goes to show the important role content creators play as stakeholders during Copenhagen Fashion Week. They can be a useful tool in creating a narrative around one’s brand using multiple platforms, instead of the more direct-to-consumer approach that a traditional campaign would do.

Noorunisa, Copenhagen Fashion Week Street Style SS25

The SOT – Social Media of Things

Since the meteoric boom of social media in the past 10 or so years, the criteria for attending a fashion show have changed with the environment around it. Nowadays it’s not uncertain that you’ll see the likes of TikTok’s “Tube Girl” attending, or even walking fashion shows in London or Paris. Or “fashion influencers” taking rolls of content of themselves at the runway venue. This phenomenon has not been lost on the Scandinavian fashion weeks either. This year’s edition of Copenhagen Fashion Week featured, yet again, a few selected “Official TikTok Ambassadors”, both local as well as international. These ambassadors not only get the chance to attend multiple shows and maybe even sit in the front row, but they are all responsible for “guest-hosting” Copenhagen Fashion Week’s social channels. CPHFW states that the purpose of these ambassadors is to share content from “street style, backstage, live from the front row, events, and everything in between.” 

The desired effect from this campaign might be twofold. First, it’s a way to gain attention from a new audience: the TikTok audience, which attracts not only younger but also more diverse crowds. Secondly, it becomes an act of democratizing the fashion week, breaking down some of the exclusive, high-barrier entry policies that have historically surrounded these weeks. Not only does inviting influencers to document contribute to this inclusivity phenomenon, but during this year’s edition of CPHFW, we also saw a multitude of brands deciding to show their collection in public spaces.

Tonya Matyu, Copenhagen Fashion Week Creator Hub SS25

Democratizing fashion

Brands such as Opera Sport, Marimekko, and Alectra Rothschild/Masculina all presented their new lines in outdoor locations around Copenhagen, open for anyone to enjoy. This is another good example of where fashion in Copenhagen is blended into the broader scene of the community. People on the street can easily participate, without disturbing the already decided-on aesthetic of the shows.

An extreme contrast to these shows is the “quiet luxury” brand The Row, bred by the infamously minimalistic Olsen sisters. During their autumn/winter 24′ show, attendees were asked to refrain from taking any photos or videos from the show and were instead given notepads to scribble down their ideas. Here, exclusivity becomes the pillar on which the fashion show itself stands. However, you may ask yourself if this is in an attempt to retain the illusiveness of fashion or find a way back to it. When thinking back on fashion weeks in the early 2000s though, Daniel Lindström expresses how a form of democratisation was starting to take shape already:

“The democratisation started already when brands began broadcasting their shows on the internet. Before that, we, the ones who were actually there, were the only ones who knew what had happened. Then, with Fashion TV, you could suddenly sit in front of your own screen and follow along. Those of us who were there felt that the exclusivity disappeared. But of course ultimately in a positive way.”

Noorunisa, Copenhagen Fashion Week Street Style SS25

Industry figures and their role at CPHFW

So what is the role of individuals, like Lindström with around 24,000 followers on Instagram, who exist in the influencing gray zone, hovering the line between influencer and editor – the industry people? Daniel explains how his role at Copenhagen Fashion Week is to gather as much information as possible by attending shows, looking at new collections and showrooms, and spreading that information to the readers of King and Café Magazine. He expresses how important it is for him to be able to simultaneously do quick reporting while keeping an eye on the horizon, something you might not need to consider as an influencer:

“Despite everything that happens around influencers and the search for the new, I feel that experience is rewarded and appreciated. […] The magazines are still important, Scandinavian Vogue for example, because a complement to this fast and digital landscape is needed. In addition to the TikTok voice, we need something more long-lasting. But then again I have to keep being curious, all the time.”

Industry figures are as influential as seasoned professionals, the heavy journalists, and as innovative and relevant as the novel social media influencers. At Copenhagen Fashion Week they represented the likes of stylists, authors, musicians, and much more. When we asked Lindström to reflect on what makes the crowd at Copenhagen Fashion Week so unique, he confirmed this notion:

“In Copenhagen, you can have a voice without a big following. You can be a chef, an artist, or a musician who doesn’t feed into “having followers.” They have a talent for inviting creators. That’s what’s so inspiring about Copenhagen.”

Noorunisa, Copenhagen Fashion Week Street Style SS25

Key Takeaways

While we keep seeing an increase in the presence of influencers at fashion weeks, brands have to keep their cool and find a balance between quantity and quality. If you are looking for quantity in content, focus can surely be put on inviting influencers to events, shows, and presentations. By tapping into the international appeal of street style and a more organic, rather than artificial brand campaign, brands can reach out to new and broader audiences.

If, on the other hand, quality is the objective, don’t leave the industry figures in the dark during fashion weeks. These seasoned professionals help bring a certain unmatched credibility that only comes from years of experience in the many realms of the fashion world.  Having broader knowledge of the industry helps make smart references and create sustainable buzz, not only through content but also word-of-mouth. Industry people can act as a patron, rather than an ambassador for your brand.

At Copenhagen Fashion Week you might run into:

Our international research team has gathered some of the most influential industry figures from each market. Take a look below:

Image credit: Copenhagen Fashion Week/Noorunisa/Tonya Matyu – SS25. References: Vogue: Is the Row’s No Social Media Policy the Ultimate Act of Quite Luxury? Forbes: How Influencers Are Giving Fashion Week A Whole New Look. Vogue Business: Tube Girl at Balmain? Internet personalities are invading Fashion Week

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We’ve seen it time and time again: another collaboration between a fashion brand and a notable figure in the sports and fitness world. Whether it be your favorite influencer dressed head to toe in athleisure or loyal fans sporting (pun intended) their favorite football player’s jersey, the relationship between fashion and fitness continues to grow stronger year by year. Sports is an interest that speaks a universal language, unbound to demographics or geographical boundaries. The world’s eyes turn to every major sporting event and its athletes when the time comes, like the recent Euros and Olympics for example. 

Through market research and industry insights, we will shed light on how and why fashion brands should focus their marketing on the heightened interest and emotional connection that people have with sports and fitness. VOCAST interviewed Xenia Garver, a Copenhagen-based lifestyle and fitness influencer, about her perspective as a content creator working with brands.

Meet the Interviewee: Xenia Garver

The growing relationship between sports and fashion

Alongside the typical athleticwear powerhouses like Nike, Adidas, and Puma, we’re also seeing luxury and more every day, streetwear-style brands enter the sports sector. Some of the most successful and notable partnerships and collaborations include Nike and Michael Jordan, Skims as the NBA’s exclusive underwear partner, and Ralph Lauren as the official outfitter for Team USA. On a macro level, fashion and fitness are becoming increasingly intertwined as stylish workout and athleisure clothes become more popular. Xenia expresses her excitement about fitness entering the fashion world:

“It provides an opportunity to showcase a healthy and active lifestyle through stylish and functional clothing choices. Personally, I feel better training in an outfit that is fashionable, it almost motivates me. Additionally, it opens up opportunities for creative collaborations and innovative designs that can inspire both fitness enthusiasts and fashion lovers.”

Worn both in the gym and on the street, we see the versatility of athleticwear for both exercise and everyday outfits. This demonstrates how lucrative this market is, and there are numbers to back it up. Sports-adjacent apparel has been significantly outperforming the rest of the global market since pre-pandemic, with consultancies forecasting the market to soar to $249 billion USD by 2026. The flourishing relationship between sports and fashion isn’t just a trend, it’s a new way to reach consumers.

Noorunisa, Copenhagen Fashion Week Street Style SS25

The Appeal and “Coolness” of Sport

For years, well-established luxury fashion brands like Louis Vuitton and Gucci have been looking for different ways to connect with the younger consumer base. The question has always been: “How can we stay relevant?”. Throughout the years, they’ve dipped their toes in the arts, music, and now their eyes are on sports. Having an athlete as a brand ambassador and the focal point of campaign shoots can bring in their dedicated, and young, followers; they have achieved celebrity status in this day and age. We see them in feature films, television shows, red carpets, and even the Met Gala. Fitness influencers have also become more popular with each new year, especially since the pandemic when at-home workouts became the new normal. Athletes and fitness influencers are widely regarded as the epitome of hard work and discipline, well-respected among the general public for their physical strength, athleticism, and talent. They’re transcending their sport and craft to become cultural icons, and their endorsement adds a layer of cultural relevance and “coolness” that is invaluable for fashion brands. The dedication and commitment to their craft athletes and fitness influencers demonstrate resonates with consumers, giving them an edge of admirability and respect. Xenia touches on how they can influence fashion trends:

“A lot of people have a “favorite influencer”, and to them, that person probably has authenticity and relatability. Therefore, the viewers might get inspiration from what [they] are wearing. Some influencers are even trendsetting and able to create new fashion trends in the fitness-fashion world.”

Similar to other kinds of public figures, they’ve become brands themselves with large and loyal followings. People to them for inspiration in all aspects, fashion included. Magazines like GQ have begun putting out lists of the most stylish athletes, with names like Formula 1 driver Lewis Hamilton and tennis player Serena Williams being among them. From their streetwear, outfits for their front row seat at fashion weeks, and choice of gear on the court, their style is becoming as iconic as they are.

Noorunisa, Copenhagen Fashion Week Street Style SS24/SS25

How They Work Together

As with the start of any successful partnership, it begins with mutually beneficial terms that push both the athlete and the brand to new heights, and shared values. For the athlete or influencer, it could look like a sponsored social media post, branded gear, outfits for events, or a collaboration with the brand. For fashion brands, it’s reaching new audiences and potential customers. Both entities are brands in their own right and it only makes sense to work together if there are shared values.

“First of all, the collaboration should feel genuine and authentic to my audience. I do prefer if the clothes and the brand is something/someone I already like because it is easier to promote something I already use and like using.”

Xenia highlights the element of genuineness in order to ensure authenticity across the board. This can look like several things. For one, as Xenia mentions, it’s a brand the athlete or influencer already enjoys and uses, as they’ll be able to better communicate the products to their audience when they actually like it. It can also look like shared aesthetics, meaning the brand and the individual just complement each other, such as from a visual aspect. A good example of this is tennis player Naomi Osaka as an ambassador for Louis Vuitton, as she fits the fashion house’s core values as well as bold color and print aesthetic. Louis Vuitton has had a longtime association with sport as the essence of it aligns with their values of courage and overcoming challenges. Aesthetically, the Louis Vuitton style stands out while also placing emphasis on functionality and use, designing trophy trunks for the football World Cup, the F1 Grand Prix de Monaco, and now the Paris Olympics.

Xenia also mentions the importance of building a sustainable relationship with the brands she works with.

“I also do enjoy long-time potential, so I don’t end up promoting several different fitness-clothing brands.”

This approach further enhances the authenticity of the partnership and ensures consistent messaging and branding, which is essential for maintaining a coherent brand image for both the fashion brand and the athlete or influencer. Additionally, long-term collaborations allow for more in-depth storytelling, enabling the athlete or influencer to share their genuine experiences with the brand over time, building a stronger brand narrative. This is much more effective compared to short-term and scattered endorsements.

Key Takeaways

The integration of fashion and sports is increasingly evident through collaborations between major brands and influential figures in athletics and fitness. Initially dominated by leading names like Nike and Adidas, the athleticwear market has expanded to include luxury and streetwear labels, driven by the growing popularity of athleisure. By tapping into the global appeal of sports, fashion brands can extend their influence across borders, leveraging shared values and interests to foster enduring customer loyalty and differentiation in competitive markets. They can engage diverse consumer segments and influence cultural trends, establishing enduring connections that extend beyond product endorsements alone, amplifying their visibility but also reinforcing their cultural relevance and consumer engagement in a dynamic and evolving marketplace.

Discover the Fashion Influencers with a sporty style across markets

Our international research team has gathered some of the most fashionable influencer contacts with a sporty sense of style from each market. Take a look below:

Image credit: Copenhagen Fashion Week/Noorunisa – Street style SS24. References: Jing Daily: Can luxury play the sports game right? CNN: Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

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