Sports Couture is the way.
World back then
I remember when I went to my first Fashion week, in the autumn of 2004. It was Lakme Fashion Week India back then, and it occurred twice a year in the capital city. Yes, I learnt a lot from the event, specially about my field of fashion, but I also learnt some societal things that one could only see when we stand in certain cultures. I saw that everyone smoked, from models to celebrities, from designers, to almost all individuals of their teams. As a 18 year old, it was a strange occurrence from me, as I had come from a small Punjabi town, and I never thought that this happens in real life (only movies). I had heard that most models smoked, as it was a way to curb their hunger, for obvious reasons.
Flash forward to 2015, when I came to Mumbai after seeing a chunk of the world, I had become quite open to all the pleasures and vices, the world has to offer. As I attended the first fashion week here, after almost a decade of my original, the world had changed. Well not much in work processes, emotions and gestures, so to say, but at least in the world of smokers. Since then, I have worked with at least a 100 models, as an editor and a fashion photographer, but haven't even found a single model that smokes anymore. I am sure their must be some, but the scenario has changed on a larger scale.
Fitness is the Key
It'll be hard to deny the fact that entertainment industry remains as one of the biggest influencers. We understand that fashion industry and overall entertainment industry survives on physical beauty. Its a key ingredient in making many careers. But as a celebrity emerges, they also understand about their solemn duty to influence their followers positively. This new found sense of duty (and of course self preservation), is kind of bringing a positive change in the entire populous, specially with their idea of fitness. They have realized that their is much more to fitness than only eating less, or exercising compulsively.
And not to forget that we are living in the age of Instagram; every ones wants to look good as they work hard to look good. This is where concept of Sports couture comes in.
Sports Couture
Image courtesy: Myriad S/S 2017 campaign
Sports couture apparel are technologically advanced, which are meant for different fitness activities, yet they look contemporary and very much wearable in day to day routine as casual wear.
Unlike sportswear, a large focus is here on design, apart from the technical aspects of course. A large chunk of New York Fashion week designers have been following this formula. Designers like Alexander Wang have been thriving on it for a decade, although somewhat introduced in 90's by none other than Calvin Klein.
I did my graduating collection in 2008 on sports couture, as I understood the value of this apparel genre back then. But at that time, I didn't see much prospects in it to continue.
MYRIAD
Now, after all this time, here comes the first proper Indian Sports Couture Label, Myriad. This Mumbai based label, started by this very talented London educated designer, Sunishka Goenka, wishes to change the market trends in India, and the whole outlook towards fitness.
"No known brand in India is providing more than basic track pants and T's. Thats the expected norm for fitness wear. We need to change that.' Sunishka G.
Being a girl of the new generation, she understands that you don't need to look bad when sweating those calories out. The image value is of utmost important, in the world that sees what's happening on the other side of the planet, in a gif. And the image value of one can attract the others, be it something positive or negative. When someone is attracting a lot of attention, when performing their activity, they are also influencing others to pursue the same path. Hence, more people shall get the meaning of fitness or being active, and would want to pursue it.
Follow Myriad at @myriad_activewear on Instagram
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