Own your sport.

The other day I stumbled across a new sports/casualwear brand called Fabletics whilst browing Vogue.co.uk, and despite of the horrible name I have to say I find the range quite interesting, hence, worth sharing. Fabletics is an online clothing retailer co-founded by actress Kate Hudson, offering busy women quality activewear that is fashionable, functional and affordable. When designing the collection, Kate took inspiration from her busy lifestyle:

“I’ve always lived an active lifestyle, and I know what it’s like to be on the go and running around from one activity to the next. Sometimes you just don’t have time to change, but you still want to look cute – whether you’re taking a yoga class, running errands or meeting up with friends”

This philosophy is very similar to my own brand philosophy with Vélorous (post coming up!), so quite naturally it draws me in. I have to say I’m usually quite suspicious when it comes to celebrity “designed” collections and brands (how much do these celebrities actually influence the brand’s design direction?), but nevertheless Fabletics is looking pretty good to me. It’s nothing revolutionary I guess but simply nice looking, sleek and feminine apparel that I would even wear as part of my daily style.









Pictures: Fabletics Summer Sizzle & Zen Energy lookbooks.

Their business model seems pretty cool, too. Fabletics works on a free “subscription” model, where customers are asked to take a lifestyle questionnaire to help the team suggest suitable looks and outfits for them. I really like this tailor-made aspect! The brand also constantly connects with their customers, hearing feedback through social medias which allows them to offer products and features the women desire. And the clothes do look really nice – I have no idea what the quality or materials are like, but these could be a great cheaper alternative for eg. Stella McCartney for Adidas range, that is amazing, too.

Warning though; when you join Fabletics, you get 50% discount on any outfit that day – £22 for 3 pieces – which is an offer too tempting to say no to…

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