Activewear for Autumn/Winter 2020/2021 will bring with it a new approach to design. With the shift towards social media marketing and the continuing rise in online shopping, it is essential that brands are standing out on screens. As consistently more companies move towards retailing direct-to-consumer, brands’ digital footprints are becoming an essential part of their business. This is particularly crucial for brands which are targeted towards a younger consumer, for whom finding brands online; online shopping; and uploading images of their purchases has become the standard.
Over the coming seasons, expect to see an abundance of bright colours and graphic prints being used for activewear, to ensure that the designs are really standing out amongst the Instagram screen scrolling. Activewear will begin to have a fresh, youthful feel that is less divided by gender and much more fluid, but also much more striking- think leggings in bold prints, graphic bodysuits and statement hoodies. Brands already paving the way with this, designing for digital and formulating a strong online presence, include Belgian sportswear brand 42|54; US based Carbon 38 and iconic Italian label Fiorucci.
Social media is an opportunity for brands to market themselves for free and to huge audiences, providing they are creating the right content. Since Instagram introduced its checkout option in March 2019, shopping through social media has become a quick and easy alternative to online shopping and 130 million Instagram users are tapping on shopping posts every month. With 70% of females and 49% of males between 16-24 using Instagram, this is the place to really create an identity for your brand and designing pieces that have a strong and unmistakable on-screen presence is the place to start. If you are looking for someone to help you create that stand-out aesthetic for your brand, BodyWear Lab have an experienced design team and have worked with many activewear companies to design something really unique and perfectly suited to their brand.
If you want to find out more about bodywear labs design services and want our team to help you design your first or future collections, visit our design services page for more information.