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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The mantra ‘less is more’ has long been celebrated in interior design, emphasizing the beauty of simplicity and minimalism. However, a different design philosophy is taking over, known as maximalism. This vibrant style stands in contrast to the minimalist trends that have dominated the interior design market in recent years. VOCAST had a conversation with the renewed interior influencer Judith de Graaff to explore maximalism and its impact on the interior design landscape.

Meet Judith de Graaff

More is More

Today, maximalism stands as a testament to the evolution of design, skillfully combining historical influences with modern sensibilities. While the opulence of the Victorian era is echoed in maximalism’s love for abundance, the vibrant aesthetics of the 1960s and 1970s infuse it with a contemporary spirit. Maximalism champions the idea that more is indeed more, embracing an abundance of color, patterns, textures, and objects. In a landscape dominated by the prevailing ethos of minimalist elegance exemplified by the Instagram aesthetic, the restrained sophistication of Scandinavian design, and the pervasive decluttering philosophy championed by Marie Kondo – maximalism emerges as a refreshing divergence. It extends an open invitation to individuals, encouraging them to wholeheartedly embrace what has been eloquently termed the “aesthetic of joy.” As such, the shift from minimalism to maximalism reflects the changing attitudes towards design and lifestyle.

Maximalism is not solely about accumulating an excessive amount of things, rather, it’s an artistic movement that invites us to revel in the richness of life itself. For Judith de Graaff, maximalism gives her the opportunity to express her vibrant personality within her living space. She achieves this by skillfully incorporating colors, textures, materials, colorful accents, dozens of plants, and unique thrift store finds. The result is a visually stimulating, and dynamically engaging environment in her personal home.

“In my mind I am actually rather minimalistic, but when decorating a space it easily becomes more maximalistic. It gives me the opportunity to express my vibrant personality through my living space”.

Maximizing Maximalism on Social Media

Social media platforms, such as Instagram and TikTok, have become important in shaping home interior trends and fostering a sense of community. With maximalism, this influence has been evident, as phrases like “dopamine decor,” “cluttercore” and “cozy maximalism” have become viral sensations, further solidifying maximalism’s position in contemporary design (source). Judith sheds light on the profound impact of these media platforms; “You easily feel a sense of community and meet with like-minded folks while connecting through hashtags and curated feeds to exchange ideas and inspiring content.” As such, social media has not only provided a platform for sharing but has also cultivated a community of design enthusiasts. Content creators themselves are also captivated by the allure of maximalism:

“Content creators are drawn to maximalist elements as they amplify the visual appeal and evoke a strong emotional response from their audience.”

Maximalism’s embrace of abundance and opulence resonates deeply with viewers, making it a trend that effortlessly captures attention and creates fascination. In this context, it becomes clear that influencers play a central role in driving the maximalist trend forward. Judith believes that influencers are instrumental in this movement. They share engaging and visually appealing content and introduce their followers to new design concepts and products. Thus, influencers not only inspire their audience but also act as guides and teach them about the creative potential of maximalism

“As maximalism gains more traction and recognition on social media, it continues to reshape contemporary design trends and foster a more inclusive approach to interior design and lifestyle choices.”

Brand Partnerships

When discussing brand partnerships, Judith mentions how content creators seek to establish long-term partnerships, characterized by creative freedom. They pursue collaborations where brands allow them to infuse their unique style and personality into the content they create. Simultaneously, content creators desire a sense of involvement and connection with the brands they work with. This connection extends to in-person meetings, behind-the-scenes visits, sneak previews, and some even directly influence new collections.

“A tight-knit relationship that feels (and is!) authentic, with mutual respect that fosters trust and credibility amongst our audiences.”

Current and Future Trends of Maximalism

Discussing the current trends within maximalism, Judith mentions some of the key elements that are currently captivating the fans of this particular interior style. At the moment, vibrant color palettes are enjoying the spotlight, characterized by the use of rich, contrasting hues and elaborate patterns in various elements such as wallpapers, textiles, and furnishings. Moreover, Judith has observed a growing fascination with the integration of an eclectic mix of furniture styles, eras, and cultural influences within maximalist interiors. This harmonious fusion combines vintage or thrifted pieces with contemporary design elements, creating a layered and visually stimulating environment. 

“I suppose people are simply drawn to the creative balance achieved by combining the boldness and abundance of maximalist aesthetics with the simplicity and functionality of minimalist design, resulting in visually compelling and harmonious spaces.”

In addition to these trends, maximalist minimalism has also been identified as one of the latest key trends. As the name suggests, maximalist minimalism is a fusion of minimalistic and maximalist interior choices seamlessly blended. When exploring the mixing of these design philosophies, Judith emphasizes the importance of striking a balance between simplicity and opulence. Her recommendations to achieve such a blend involve the combination of clean lines, maximalist accents, rich and plush textiles, eye-catching lighting, and a mix of minimalist and maximalist elements which creates a harmonious, trend-setting interior. 

Looking at the future of maximalism, Judith envisions a dynamic and multifaceted trend. She anticipates a remaining focus on sustainability, which may be seen either in the form of repurposing or upcycling items, or furniture made from recycled or second-hand materials. Additionally, she believes that there will be an increased emphasis on creating spaces that promote relaxation, mindfulness, and emotional well-being. The integration of natural elements, soothing color palettes, and ergonomic furniture could contribute to the development of calming and rejuvenating maximalist environments.

Meet the maximalist content creators 

Browse through a selection of some of the top influencers profiles with maximalist home interior style, available through VOCAST’S curated lists:

References: Decorating Den: Go Big in Your Home: Maximilism Interior Design. Apartment Therapy: Maximal Minimalism Combines the Best of Both Styles. PureWow: Minimal Maximalism Will Be 2023’s Top Trend

Image Credit: Oslo Runway Digital Showroom, Jewelry Exhibition

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Design Traditions and Sustainability  

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Austrian Influencers

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Although the world of fashion and its glamorous facade may seem intriguing to many, its less elegant backside shows that over 500 million tons of textiles end up in landfills every year. With ‘overconsumption’, ‘ultra-fast fashion’, and ‘disposable culture’ as new additions to the dictionary, the need for a slower pace in a fast-moving business has never been greater. As the clothing industry continues being singled out as a scapegoat for numerous environmental issues, it is increasingly evident that a transformation in current practices is not just a question of if, but when. Standing at the breaking point of the fashion industry’s ground zero, one might wonder what will be the key ingredients to rewriting history into a new, more circularly oriented tomorrow. 

This article will dive deeper into the topic of circular fashion, exploring how the ever-expanding movement is changing the rules of sustainability on several parameters. VOCAST spoke to slow fashion enthusiast and entrepreneur Ingrid Bergtun, and she shared her broad knowledge and personal perspectives on the present, and the future of the industry.

Get to know Ingrid Bergtun

Exploring the status quo

Sustainability in the fashion sector is more relevant than ever, but it still presents a complex landscape for brands and consumers to navigate. Ingrid reviews the current state of the industry and describes the process flowing straight from production to consumption and, ultimately, disposal. Following the structure of a ‘take-make-waste’ mindset, a garment’s fate is already written in the early stages of production. This model, as highlighted by Ingrid, drives people to purchase new clothing manufactured in low-quality materials that are not eligible for recycling. Overall, the existing system feeds into a throwaway culture, and prioritizes rapid consumption at the expense of environmental protection, which Ingrid emphasizes:

“The production of garments involves significant natural resource consumption and emissions, and when the clothes are not being used, it inevitably contributes to a growing waste problem.”

Alternatively, a circular framework seeks to round out the edges, where the well-being and longevity of the garment are extended and carefully considered at every step of the circuit. Briefly explained, circularity involves closing the loop of overconsumption and favors recycling, reusing, and repairing clothes to prevent the clothing from ending up in a one-way street towards the bins. Ingrid points out that pursuing a more holistic strategy can be beneficial in various aspects, the most important being summarized as the reduction of textile waste, promotion of ethical practice, and reduction in environmental footprints.

Breaking Barriers

Gen-Z has been labeled the “conscious consumers”, bringing both money and mind into their consumption habits. With a wave of wokeness flourishing, brands are meeting the needs of the market by integrating greener themes into their products and services. But although as many as nine out of ten younger consumers are demanding brands to address environmental challenges, caring about sustainability is not necessarily synonymous with caring about sustainable fashion. In the end, there is still missing a clearly marked terminus for turning thoughts into reality. Being able to harmonize two conflicting approaches, where maximizing sales is opposed to the idea of minimizing waste, calls for a change of heart. So how do we unlock the doors to circularity, and what barriers are currently blocking the front gate?

Fully living out our green values can only take us so far, where it truly takes two to tango on the path toward a circular fashion economy. Utilizing the dynamic relationship between customers and brands, Ingrid expresses that trademarks shouldn’t be afraid to vocalize their sustainable beliefs or implement environmentally friendly measures into their practices:

“Some brands may hesitate to join the conversation due to the fear of being accused of greenwashing. However, with genuine intentions and a commitment to take responsibility, you can never go wrong.”

Quite simply, brands must start embracing transparency and inviting customers along their eco-friendly journeys. As the saying goes; nobody’s perfect, and introducing honesty into sustainability discussions could prove to be a strategic move – not shying away from showcasing imperfections. Being open about your brand’s current circumstances, even if they aren’t ideal, can also signal to customers that there is a safe space for a trial-and-error mentality. Given that the word ‘guilt’ is often associated with sustainability, engaging in a vulnerable dialogue can therefore help lower the threshold for making more conscious choices. These types of unfiltered conversations can help restore a sense of humanity back into an issue that profoundly affects humans.

Besides, brands must dare to think outside the A4 box. Ingrid stresses the crucial pivot point for brands to take accountability for their products both before and after they leave the warehouse shelves. Achieving this means ensuring that the garment is well equipped in durable armor, for a long and happy life with its new owner. Should any age marks or signs of life appear along the way, Ingrid explains that brands must be prepared to offer repairs or support customers with instructions on how to fix things independently. Manageable steps like this can nurture a deeper connection between the customer and their clothes, leading to them loving and cherishing their pieces for longer.

“People need new clothes every now and then, and if consumers are aware of certain brands that offer repair services, or do-it-yourself guidance, they are more likely to choose those brands again.”

Living in a material world

Fashion is without exception found in every corner of the world – on the floor behind the pink curtains of a little girl’s room, or in a messy drawer in her big brother’s wardrobe – blooming in the streets on a busy Monday morning, or buzzing around on an all-too-late Friday evening. It’s a way to wear what we feel inside, on the outside of our canvas. But with endless possibilities for how these feelings can be portrayed, in all imaginable silhouettes, textures, and colors, we’re ultimately unsure of how they should look. The relentless pace of new styles has led to what can only be described as “fashion fatigue,” leaving us exhausted from the constant cycle of keeping up. Recognizing fast fashion as a prominent force working against a more sustainable, circular system is one of the most important pieces of the puzzle. As the latest campaign by the sustainable Swedish clothing brand Asket so well phrases it; Fuck Fast Fashion for making us feel left out, unless we buy in. By capitalizing on the FOMO (Fear of Missing Out) tendencies thriving amongst the youth, fast-fashion companies are contributing to keeping the line of the linear system straight. All things considered, these businesses are creating a mismatch in today’s society between the urge to fit in and the need for sustainability, hiding the true cost of a trendy piece behind low prices. We may soon start asking ourselves; is a fast-fashion detox the only answer? Diving into this fascinating paradox, we asked Ingrid if she thinks we can harmonize trends with sustainability, and she replied as follows:

“Absolutely. Many of today’s fashion trends are actually inspired by styles from the past. So instead of buying new clothes that mimic old ones, why not just buy and wear the original vintage pieces?”

Suggesting that the trends themselves seem to be going nowhere, Ingrid hints that maybe we just need to look elsewhere to find them. Purchasing second-hand items is a precious reminder that sometimes old clothes just need a change of scenery – a new set design to find themselves in a new plot with reinvented purposes. Besides, Ingrid articulates the importance of preserving the enjoyment and childish fun of dressing up, yet in today’s fast-fashion environment, this often carries an unpleasant aftertaste. She further explains how buying used often requires a tad more effort, whereas the opposite is easier, cheaper, and more accessible, but tends to leave consumers struggling with an inner conflict.

“Buying fast fashion is like eating candy. You know you shouldn’t eat a lot of it, but when it’s right in front of you, it’s not always easy to resist the temptation.”

The internet has also created a new, virtual world in sustainable fashion to exist in. Between computer screens, iPhone scrolling, Wi-Fi, and algorithms, one can discover environmentally-oriented content creators that possess a particular purchasing influence. Ingrid conveys that these influencers play a big part in upping the ‘coolness factor’ of buying pre-loved clothing, and says that collaborating with profiles through attitude- and sustainability campaigns is a good way for brands to tap into their customers’ green values.

Photo credit: Copenhagen Fashion Week/Tonya Matyu – STAMM

Just like looking at an abstract work of art or recalling a bizarre dream, fashion is open to individual interpretation. Simultaneously shared by all and owned by none. Treasuring these unique understandings, where clothes serve as an outlet for self-expression, does not need to compromise with the concept of an eco-friendly fashion scene. Ingrid maintains an optimistic outlook, noting some of the exciting and positive developments taking place in the sustainability arena. She hopes that people are prepared for a sweeping shift, envisioning a sustainable fashion framework that fosters opportunities rather than constraints.

Meet the sustainable content creators 

Browse through a selection of some of the top profiles within sustainable fashion, available through VOCAST’S curated lists:

Eager to learn more about sustainability in fashion? Read our previously published article discussing relevant topics such as greenwashing, slow fashion, and sustainable marketing – in conversation with the founders of two conscious brands based in Scandinavia. Access the article HERE.

References: Good On You: What is Circular Fashion? Asket: Fuck Fast Fashion. Weavabel: How can fashion brands transition from a linear to a circular economy? Zalando: Attitude-Behavior Gap Report.

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