Net-A-Porter Launches Net-A-Sporter
With the sportswear sector of the fashion industry reaching whole new heights recently, luxury e-Commerce site Net-A-Porter is capitalising on the rise of fashionable sportswear with the launch of Net-A-Sporter, which went live today. Stella McCartney has been collaborating on her line, Stella McCartney for Adidas, with the sportswear brand since 2004; Hussein Chalayan has been creative director of Puma since 2008 and also has his own namesake label sold under Puma. Even Givenchy's Riccardo Tisci launched a collaboration with Nike this summer to design a limited-edition range of sneakers for the brand. All of these trends in sportswear has obviously inspired Net-A-Porter to rethink its sportswear offering and gear it towards a more fashion-forward customer. It's genius. Frankly, these days, sportswear has expanded beyond just the gym or the racetrack and into mass fashion. Minimalist white sneakers, as we all know, have become a must-have fashion item this season, thanks to the whole 'norm-core' trend, but other styles such as neon Nikes and metallic styles have also broken the barrier between the sportswear-everyday wear divide. Net-A-Sporter features 37 activewear brands and helpfully divides their categories of sportswear by activity; gym/crossfit, run, yoga/dance, tennis, swim/surf, equestrian, apres-sport, golf and outdoor. They also plan on adding sailing and ski categories soon. The beauty of Net-A-Sporter is that there are so many items on the site that we would wear, regardless of whether or not we are exercising, meaning that the buying team has truly succeeded in merchandising a selection that is fashion-forward (it is, of course, functional, too). Whereas, in the past, we might not even want to be 'caught dead in our gym clothes', with Net-A-Sporter now it seems that we'd welcome it.
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