LOVESHACKFANCY X BANDIER’S COLLAB IS CHANGING THE WAY WE DRESS FOR THE GYM

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JORDYN AXELROD

09.04.21

COVER ART: JULIANNA LUKACS

LoveShackFancy’s inimitable floral prints make for the perfect feminine fit. We’ve seen the dainty designs on dresses, skirts, blouses, tops, and even shoes; however, It wasn’t until the summer of 2020 that these feminine patterns were featured on activewear, specifically in collaboration with athleisure powerhouse Bandier. Elegant and sophisticated, LoveShackFancy’s clothing is typically reserved for special summer nights and leisurely picnics. But the limited collection of workout staples like leggings, bike shorts and sports bras allows us to sport the flowery LSF look during any season, in a new and less-than-glamorous location: the gym. The pricey line ranging from $50 to $200 made a return in summer 2021 and quite literally sold out in a matter of minutes. 

When we think of working out or playing sports, we don’t automatically think of peony pinks and soft yellows, but rather dark, solid colored, form-fitting silhouettes. Brands like Nike, Under Armour, Adidas, and Lululemon have dominated the workout-wear market for years—so how did we go from throwing on classic black leggings to dreamy pastel sets? 

"People want to stand out and express themselves," says Jennifer Bandier, founder of the booming activewear brand. "You shouldn't have to sacrifice personal style just because you're at the gym.” According to Forbes, the sales associates at Bandier come from boutique fitness and sporting backgrounds; they know what fits well and what to recommend to clients based on their individual activity level. With an annual revenue of $23.5M per year, Bandier's personal shopping experience helps clients find looks that are equally stylish and functional. 

LoveShackFancy and Bandier’s decision to launch as partners was extremely strategic, as their exclusive fashion-forward items and capsule collection offer something consumers cannot find anywhere else. Fashion and fitness have intersected before–we have seen Bandier collaborate with Stella McCartney, ALC, and Cushnie et Ochs–but never have the looks been so soft and feminine as with the LSF designs. The combination of the high quality, fitted material and the delicate, frilly prints make an incredibly unique aesthetic that appeals to the preexisting, niche fan base of LSF and beyond. Dressing femininely to work out is changing the masculine fitness realm. Women everywhere are ditching their solid black Lulu tops for items that are much brighter and exciting, empowering and motivating them to get fit and feel good. “You’re going to sweat no matter what,” says U of M sophomore Alana Pavell. “You may as well look cute while doing it”. 

MarketWatch predicts that the global athleisure market size is projected to reach $211.7 million by 2027, from $141.8 million in 2020, at a CAGR (Compound Annual Growth Rate) of 5.4% during 2021-2027. With the athleisure market skyrocketing, it's no surprise that LSF made the move to collaborate with Bandier. In our jam-packed, fast paced lives, we can all agree that it’s more comfortable to go about our days wearing nylon rather than denim. The LSF x Bandier workout items allow us to look cute and feel good during our workout, and after when we run errands and grab lunch with friends. Flowers are not usually deemed ‘sporty’, but now they can be. It is innovators like LSF and Bandier that lead the revolution of feeling beautiful, while also strong and powerful. 

 

 

https://www.forbes.com/sites/viviennedecker/2015/11/02/bandier-is-the-multi-brand-activewear-retailer-thats-challenging-lululemon/?sh=16ca77d02e28

https://www.marketwatch.com/press-release/athleisure-market-size-in-2021-54-cagr-with-top-countries-data-global-industry-analysis-opportunities-market-insights-trends-growth-and-forecast-to-2026-2021-08-11