Browns, the renowned luxury retailer, has recently made a bold move by expanding into the women’s activewear category to tap into the ever-growing athleisure trend. This decision marks a significant step for Browns, known for its high-end offerings, as it seeks to cater to the changing needs and preferences of its clientele.
The newly introduced Women’s Active collection features an impressive array of products from 33 different brands, including exclusive styles from Natalie Maczek’s MISBHV. With a mix of established names like Versace Active and up-and-coming labels such as Charli Cohen, the selection aims to provide options for women who value luxury and cutting-edge design.
Customers can browse and shop for these coveted pieces on Browns’ website, brownsfashion.com, or experience them in person at Browns East in Shoreditch, where a special installation has been set up. The company’s emphasis on offering a diverse range of products underscores its commitment to meeting the style demands of the modern Browns woman.
Divided into performance and lifestyle categories, the Women’s Active launch caters to women looking for functional workout gear as well as stylish sports lifestyle items. From sleek bodycon dresses to eye-catching neon ensembles, the collection reflects the current fascination with brands like Ambush and Marine Serre, as well as the growing popularity of sneakers among women.
Lola Okuyiga, the mastermind behind curating this new category, has been inspired by trailblazing brands like Nike x Ambush and designers like Danielle Cathari, whose collaboration with Adidas has garnered attention. Okuyiga draws inspiration from fashion icons like Aleali May, who effortlessly blend luxury fashion with athletic wear, to select pieces that will resonate with the discerning Browns customer.
By venturing into luxury activewear, Browns positions itself as a go-to destination for women seeking high-quality, stylish athletic clothing. This strategic move not only demonstrates Browns’ ability to adapt to evolving fashion trends but also showcases its dedication to meeting the rising demand for premium activewear in the market.
To explore the Women’s Active collection and discover the latest trends in luxury activewear, visit Browns Fashion and stay on top of the latest collaborations and launches.
