Wellness is 2018's evolution of the athleisure trend
Fueled by body positivity and increased conversations on social media, wellness is taking shape as a major trend of 2018, with beauty and fashion companies alike entering the lifestyle market through the wellness space.
Nike embraced fitness and body positivity by adding a plus size line in March of last year. Commenting on the move, Nike plus-size model and athlete Paloma Elesser stated that she likes to wear clothes that make her feel good and shared her wellness philosophy, saying, "I also surround myself with people who make me happy, motivate me and make me feel happy about life.”
As previously reported by FashionNetwork.com, Sequential Brands also made a move into the sector when it acquired 20-year-old yoga and wellness brand Gaiam back in 2016. Fashion startups have formed as well with the intention of bridging the gap between what was formerly viewed as athleisure and what has evolved into the larger lifestyle trend of wellness.
Vim & Vigr is one such startup emerging in the wellness space. In an exclusive comment made to FashionNetwork.com, founder Michelle Huie explained that the brand has been flourishing because its customers "really endorse and embody the idea of everyday wellness."
Vim & Vigr designs and manufactures compression socks that use fashion colors and prints to offer an elevated alternative to socks that were traditionally marketed outside of fashion for health reasons. Huie added, "we're seeing increasing numbers of customers who care about both fashion and wellness embrace our brand."
Wellness as a lifestyle trend is the natural evolution of athleisure which touched all categories last year, including plus-size fashion and beauty.
Body positivity on the whole emerged as a central topic of conversation due to activists and plus-size models Ashley Graham and Winnie Harlow gaining traction. The models lead discussions on social media calling for wellness and stating that it stems from inclusivity. Representations of the desire to be healthy and strong began to accompany messaging portraying traditional beauty themes and fashion standards.
Beauty companies have responded to the wellness trend through increasingly focusing on inclusivity, as FashionNetwork.com recently reported. Natural beauty has continued to grow as well, with clean beauty companies such as Credo and Follain following in the steps of wellness trailblazer, Goop.
Edible beauty supplements have also entered the beauty scene promising restorative and rejuvenative effects. Amazon's acquisition of Whole Foods last year further solidified the integration of wellness across beauty and consumer products. Goop, Fountain, and Collagen Lift Paris all offer vitamins designed to be ingested for beauty benefits.
Elsewhere, cold pressed juice company Suja Juice's co-founder formed natural beauty company Kopari Beauty several years ago, and the company recently appointed a former LVMH, Coty and Estée Lauder exec to head global expansion and sales.
Consumers can expect to see wellness continue to expand and cross categories in 2018 as a desire for feeling good drives the market.
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