"It's Not Enough To Be Just Functional"

The fashion industry is a multi-billion dollar industry and it continues to grow with the help of the "new" media. Women are demanding fashion to help brand themselves in all aspects of their daily life. This includes their professional, personal and athletic lifestyles. In addition to functionality, clothes need to be "beautiful" in order for women to feel confident. When you look and feel your best you will perform your best!.  Having confidence inspires us to push harder, to run further, swim faster and cycle longer. This is our firm belief at Alii; feel good and look to perform our best.

Check out this blog about how major designers have teamed up with athletic brands to make beautiful, yet functional clothing during London Fashion Week last month.  


September in London doesn’t just herald the arrival of the rainy season. Luckily also in September London hosts the Fashion Week to get us distracted from the monsoon outside and remind us that spring is just 5 months away. But this year we feel even luckier because the sporty chic continues dominating the fashion catwalks.

Sister by Sibling SS14 (British Fashion Council)

The love affair between haute couture and sport has been on for some time now. It all started in 2004 with Stella McCartney’s first collection for Adidas followed closely by other high profile collaborations between Alexander McQueen and Puma, Comme Des Garcons and Speedo, Marc Jacobs and Vans, Philip Treacy and Umbro just  to mention a few. It’s no doubt fashion designers have changed our attitudes to sport clothing since then. It’s no longer enough for our sports kit to be just functional it has to be stylish too. But the latest creations from the London catwalk prove that fashion designers draw their inspiration from Sport as well. Clean silhouettes with athletic touches, jersey, rib knits, mesh and lycra found their way into both casual and formal collections of Spring and Summer 2014.

Christopher Raeburn SS14, backstage (British Fashion Council)

Christopher Reabourn applies his signature military colour palette the light weight fabrics and sheers. Key pieces include bomber jackets and silk jogging trousers with ribbed cuff to the ankle. Jean-Pier Braganza’s interpretation of the athletic chic includes running shorts with side split seams combined with structured minimalist top. Antipodium, Holly Fulton and Markus Lupfer borrowed elements of cheerleader chic with playful combination of sweatshirts and bright coloured skirts. With others the sports influence can be felt in the use of the stark white often accented by bold neon pops.

Markus Lupfer SS14 (British Fashion Council)

Sporty aesthetics has been making strides on the fashion catwalk for the last couple of years. But now it is clearly growing into a new epitome of casual chic. With brands like Charli and American Vintage focusing entirely on the sporty luxe look it seems like the trend is going to become a permanent feature of the fashion world. Perhaps it’s a reflection of the deeper lifestyle changes? Active life style has never been more in fashion which is demonstrated by a 1 million increase in the number of women participation in sports on regular basis since.