Luxury meets sport: these fashion trends are setting new standards

Whether on the street, the catwalk, in the mountains or with international luxury brands, the sportswear trend has firmly established itself in the urban lifestyle. Innovations in textiles and design not only meet the requirements of athletes, but also those of current fashion trends. Sportswear is now worn for every occasion.

The best example of this development is the sneaker hype, which is constantly being given new impetus by outdoor culture, artistic influences and collaborations with the luxury segment. In the last two years, Decathlon has increased its turnover by 12% and achieved a total turnover of 15.6 billion euros. This makes Decathlon the third largest player worldwide in the manufacturing and distribution sector.

Another example of the success of sportswear brands is Lululemon™, also known in China as the "Hermès of yoga clothing". According to the Chinese trend and consumer analysis agency Jing Daily, the brand was able to increase its global net sales for 2023 to 9.6 billion dollars, which corresponds to an increase of 19% compared to the previous year. These figures illustrate the current luxury and outdoor trend in the Asian markets, triggered by Anta's acquisition of the Amer Group in 2019.

Luxury shows that courage as a fashion trend makes all the difference. A prime example: Haider Ackermann becomes the new creative director at Canada Goose™ and brings a breath of fresh air to the OutDoor scene. He is the first creative director in the brand's history and is known for his work at Berluti™ as well as for his own brand. His expertise in luxury and his talent for cuts and colors are a game changer for the outdoor sector. As in the luxury segment, Canada Goose is also committed to the highest performance standards. The brand, known for its extreme cold weather gear and large urban fan base in Canada, the USA and Japan, is sure to benefit from Ackermann's ambitious ideas and innovative spirit.

The creative headquarters is of course none other than Paris, where creativity, haute couture and the outdoor market form a stable trend combination. Canada Goose generates the majority of its sales with a single product: the down jacket. To remain successful in the long term, the brand needs a creative explosion. Is Canada Goose striving to develop accessible luxury outdoor performance? Similar to Moncler, which recorded growth of 16 % in 2023.

One of the strongest fashion trends at the moment is the fusion of luxury and sport. Accessories and attitudes have changed fundamentally on the catwalks. Brands have mastered the art of redesigning outdoor elements such as accessories, colors and shapes for the urban lifestyle and thus also inspire non-athletes. At the forefront of this development are brands such as Lacoste™, Fusalp™, Moncler™, Pyrenex™, Adidas™, Veillance™, Prototypes™ and Chanel™, which presented a 90s sports-style swimsuit for its spring/summer 25 Cruise collection. Marine Serre also shows how hybrid creation works: her spring/summer 25 show consisted entirely of recycled materials.

A prime example of this fusion: the fashion show organized by Vogue and Condé Nast on Place Vendôme in Paris, which celebrated luxury and the Olympic Games - Lacoste was particularly striking.