Why Did We Trade Heels For Sneakers

Style 2022
Why Did We Trade Heels For Sneakers
Why Did We Trade Heels For Sneakers

Video: Why Did We Trade Heels For Sneakers

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Six months ago on couture at the Chanel show, models took to the catwalk in evening dresses and sneakers - made of tweed and lace, but still. At that moment it became clear: the tendency to "switch to sports", long noticed on the streets, even reached the oldest fashion houses. The story continued in the fall Chanel show, which was opened by Cara Delevingne in pink leggings, a crop top and again in sneakers. Not to mention the fact that the collection's signature tweed coexisted with leather sweatpants and high lace-up wrestlers, and pearl beads were stylized as bling-bling chains from 80s hip-hop fashion (something similar was shown by Lagerfeld in 1991). Lagerfeld shot the advertising campaign for the fall-winter collection in the gym, and he is clearly not afraid to designate the main world trends head-on.

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In any street style, the Nike Air Max and adidas Stan Smith sneakers are ubiquitous paired with evening dresses and classic trench coats. Sports brands arrange collaborations with designers from Mary Katranzu to Raf Simons and collaborate with the best photographers, graphic and fashion designers, artists around the world. Sportswear design is evolving at lightning speed - perhaps faster than Zara sketches from clothes on the catwalks of fashion weeks. So, Nike has been collaborating with artists for several seasons, presenting a limited collection of leggings and tops, on which artistic prints are applied along the lines of the body's curves - and these things you want to wear not in the gym, but from morning to night.

This is not the first time that such a process of adaptation of highly specialized things has occurred: a noticeable part of the modern man's wardrobe has gone from utilitarian to everyday use, including once a work uniform like jeans and overalls or military uniforms like bombers. Sportswear is increasingly seen in closets, even for those who have never entered the gym - although this expansion began a century ago. The influence of golf and tennis (culottes, hello!), Bicycles, skis and Elsa Schiaparelli's first sports collection Pour le Sport, the appearance of synthetic fabrics (lycra and polyester) in the 50s, the influence of skate culture in the 60s and so on gradually led to the fact that sportswear today occupy its own niche in stores, where it used to be customary to buy expensive outfits for a special occasion.

The very appearance of beautiful sportswear is pushing women to exercise more.

and relate to your lifestyle in a new way

Sections and lines of activewear clothing appeared on the websites of Net-A-Porter, Luisa Via Roma, Shopbob, Barneys, VFILES: they sell both their own activewear lines and items from adidas by Stella McCartney to Norma Kamali. “We noticed that our site was not occupied by a niche for those who love fashion and sports at the same time and want to always look beautiful,” says Alison Loenis, president of Net-A-Porter, an online store that launched an activewear section less than a month ago. …

The merging of sportswear with casual wear today can be compared to what happened in the 80s. Especially back then, athletic models of sneakers and clothing gained popularity outside of the sports field. Some sports brands approached their audiences through music (adidas and Run-D.M.C.), Others through sports stars (think of Nike's 1984 contract with Michael Jordan). However, both giants still adhere to a similar concept: for example, adidas collaborates with Rita Ora and Pharrell Williams, and Nike - with Olympic athletes. Another example from the 80s is the Reebok Pump campaign, whose face was the step aerobics star of those years Gene Miller: videotapes with Reebok lessons "Everybody Steps" sold in millions of copies, and sneakers with Reebok Pump instep (strongly reminiscent of Isabel Marant wedge sneakers) went outside the training halls.

It was in the 1980s that the Air Force basketball shoe became iconic in the hip-hop community, and the Air Max 1 running shoe, when released in 1987, became an iconic urban shoe. Cycling takes its place in the merger of activewear and ready-to-wear: in the 80s the famous stylist of iD magazine Ray Petrie wears bicycles and T-shirts with logos on the streets of London, and today Levi's create special stretch, dirt and water-repellent denim for riding on bike.

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What is happening now with sports things is, of course, due to the massive hobby for jogging and race walking, as well as a change in the lifestyle itself. The 2010s are the era of healthy eating versus fast food and sports as opposed to heroin chic and the self-destructive techno and rock culture of the 90s and early 2000s. According to Heidi O'Neill, vice president of women's training at Nike, “The relationship between sports and everyday life is changing. You go for a jog in the morning or work out at home using applications on your smartphone, then ride your bike to work, and in the evening after a working day you can easily go to another yoga class. " Thus, sport and life converge, and as a result, sports become everyday: clothes must correspond to the lifestyle.

In addition, this is a two-way process: the very appearance of beautiful sportswear in recent years is pushing women to go in for sports more and treat themselves and their lifestyle in a different way. The post-workout look is gaining popularity. Sportswear is breathable, wicks moisture away, does not lose color and retain its shape after washing, is beautiful and costs only a little more than mass-market items like Zara and Topshop. But the mass market is not lagging behind: Uniqlo boasts technology and life wear concept, in which the Japanese blur the line between sports and everyday life. They are followed by the Swedes H&M, which launched the H&M Sport line at the beginning of the year.

Heels don't fit anymore

the rhythm of life of a modern woman who does everything on the run

A similar process occurs even with linen. Bras today are being successfully replaced with sports tops and bras, simply because it is beautiful and comfortable: they do not press anywhere, do not squeeze and support in those places where needed, and neither we nor our partners are tormented by fasteners anymore. What can I say, if the line of sports bras is even represented by Victoria's Secret, and leggings and bicycles are worn under a dress, under shorts, and under culottes (remember the Wood Wood SS14 show).

The growing popularity of sportswear, especially sneakers, is associated with an elementary need for comfort and functionality: heels no longer fit the rhythm of life of a modern woman who does everything on the run. Most of the inhabitants of big cities have long abandoned shoes and replaced them with sneakers, blank or space designs. High-heeled shoes become an attribute of a special occasion, but even for parties, many choose elegant dresses combined with comfortable shoes: dancing all night in heels is corny contrary to common sense, and everyone recognized this, even in the niche of luxury clothes and shoes.

At first Prada, Céline and Louis Vuitton came up with their sneakers and slip-on sneakers, followed by almost everyone, brands offer their sportswear or new brands appear. New York-based fashion critic Robin Berkeley recently launched Live the Process, which he calls sportswear Alaïa (a girl makes sculptural sportswear from spandex), and organized its sales at Barneys. Robin reiterates the idea that the rise of activewear is a reflection of the lifestyle and modern worldview: “My friends who used to gather in bars are now going on a bike ride. Social communication is changing."

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Do not underestimate the scale of the phenomenon: any girl will confirm that sneakers have almost completely replaced other shoes, and dozens of pairs of beautiful shoes have long been idle unworn on the shelves of our wardrobes. No wonder: if you can walk day and night in super comfortable shoes, why spoil your life and wear uncomfortable ones? Another shoe, it seems, is also time to start worrying: today there are suitable sneakers for both heat and cold. For example, Nike offers Breath technology for summer (mesh upper for breathability and lightweight foam soles), and for winter - insulated versions of classic Nike models (waterproof, slip-resistant and windproof), adidas introduces Energy Boost sneakers that are resistant to all weather.Presumably, those that will withstand low temperatures and will be warmed up are not far off.

As i-D columnist Cleo Le-Tan writes: “In the States, everyone plays sports. I - no, I am indifferent to sports. But I love the comfort you have with you all day while you run around town. However, in terms of sports fashion, I was just a dinosaur: I just now discovered how comfortable it is in Nike and New Balance sneakers - it is as if you are walking on weightless soap bubbles, and not on asphalt. Since then, I have not worn anything other than sneakers, and now I have no question why everyone else is wearing sneakers, and I am proud to be a part of this sneaker sect. " Sadly looking at all the boxes of high-heeled shoes that have accumulated at our home and in the editorial office, we confirm: we, too.

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