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Monday 6 September 2010

Fashion meets sport

Looking at a 'workout wear' retrospective in a Lorna Jane catalogue recently I noticed those 1990s leotards with that horrid g-string back. C'mon, you wore them to the gym too, didn't you? On top of those lycra footless tights. No, no, not me...

Thankfully we've moved on from those unforgiving flouro numbers. Lorna Jane - pretty much the coolest women’s activewear label - are aiming to make sportswear double as fashionable every attire... and I reckon they've hit their stride with this collection.

Replacing joggers with heels in this shoot, they've refined the look we saw inklings of last year: jersey harem pants with cool heels. I know, I know... it takes some guts to carry this off.

The black Lorna Jane harem pants - teamed here with of-the-moment, gumboot-style soled heels - is such a cool little get up. I certainly wouldn't be showing my midriff but with a longer line, tapered muscle-tank... spot-on.

Award-winning designer and the person behind the brand and campaign, Lorna Jane Clarkson, says that the brand’s 20 year history in active fashion has created an environment where fitness is fashionable.

"This campaign celebrates sportswear as fashion. The collection is representative of current trends and offers an inspired sense of colours, shapes and innovative fabrics perfect for the active woman," says Lorna Jane.

By styling the collection with luxury accessories from exclusive brands including said heels by Nicolas Kirkwood, Lanvin and YSL, the campaign illustrates how activewear can be transformed into a look fit for the runway - or, you know, the local shops.

Sportswear as high fashion is a trend that is taking over on a global scale. From Alexander Wang to Miu Miu, some of the world’s most lauded designers are starting to see the benefit of bringing sportswear into the modern wardrobe mix. In Oz, I think Josh Goot did it best... even his Josh Goot for Target pieces were super-cute and versatile. I have some I still wear to death and were per-fect during my twin pregnancy.

To celebrate the launch, Lorna Jane is offering the chance to win the ultimate fashion getaway - a trip for two to LA courtesy of Blue Holidays. For more information on this and other exclusive offers, visit www.lornajane.com.

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