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| vogue italia june 2012 |
The past image of the woman athlete, a stereotype built on muscles and virility has evolved into a series of female champions who are as skilled as they are striking.
Nowadays the figure of a sportswoman and that of a celebrity co-exist without a strain: being in shape is fashionable, and sport is the best medium for a person to attain a healthy beauty, as recognized by the fashion industry.
"Sport has influenced not only the production of
garments that are functional for physical activity, both competitive and
none", says Maria Canella, "but also and above all the definition of
lines, fabrics and combinations that characterize a style that is more and more
widespread with regard to sporty clothing, however used in urban contexts or as
casual wear, therefore beyond the training context".
And comfort has become a must in sportswear. The various
collaborations that have seen and still see the big names of fashion trying
their hand at sportswear is a proof of this. Several opt for co-branding, such
as Puma with Hussein Chalayan. Others take part in various events, some at the
Olympic Games in London, and perhaps get their hands on creating the outfits
for the athletes competing. This is the case of Emporio Armani, who dressed the
Italian team both for the competitive and formal occasions.
reference: Rosario Morabito, Vogue Italia, June 2012, n. 742, p.144
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