The leading name in fitness, Sweaty Betty is the one stop shop for the woman who likes to work out in style. The new AW14 collection in store and online now, is better than ever and has left us feeling motivated and energise to step up our fitness regime.
Sweaty Betty’s new, and quite possibly edgiest collection combines feminine silhouettes and high performance fabrics with urban, modern design. Entitled, ‘HIdden Treasures In An Urban Jungle’ we see soft, colourful floral prints taken from photography of Kew gardens, juxtaposed against tarmac-grey marls and flashes of neon inspired by the city lights.
Possibly their coolest collection to date, AW14 features Parkour-influenced hoodies and black floral camo, graffiti prints and mesh cut-outs, in a range of styles for all sports. Skiwear ( we can’t quite believe it will soon be time to hit the slopes either) is bold, bright and will certainly make a statement on the slopes.
Sweaty Betty’s Founder and Creative Director was initially inspired by an image seen while on a visit to our Eurojersey fabric supplier in Milan. With lace and flowers alongside an image of buildings; it juxtaposed something beautiful against a rugged, derelict and unexpected background.
“The Autumn Winter 2014 collection focuses on the strength of women in sport – femininity with an edge. It’s about challenges – from the art of parkour, to practicing dance to the highest level, to ski touring. It is about breaking boundaries in an intense physical way, but at the same time, celebrating women. It is less about competing against one another; more focused on the communal feeling of working out together and finding new and exciting ways of keeping fit.”
One of the standout pieces from the new lines is the camo floral Zero Gravity Tight which uses a more intensely Lycra-ed Sensitive fabric to give a flattering and supportive shape. We simply can’t wait to get our hands on them!
And what’s more, to celebrate the launch, Sweaty Betty are inviting customers to create their own Hidden Treasures In An Urban Jungle moodboard on pinterest. Flowers to city skylines, prints to pops of colour, get creative and you could win £250 to spend on a new season outfit.