Cynthia Rowley sets sights on social media
Cynthia Rowley believes social media provides "a whole world" which hasn't been explored by fashion.
The designer has created a fitness line, which she is preparing to put more and more focus on over the coming months. What started as a capsule range of 15 pieces has expanded to 35, with two collections coming out each year.
As well as offering the items in each of her stores, Cynthia is thinking about opening shops solely dedicated to it. Plus, she wants to tie her exercise apparel to social media.
"What’s interesting about this is there’s a whole new audience in social media. There are fitness bloggers, fitness experts and girls styling themselves for the gym. It’s a whole world that’s unexplored," she told WWD.
On top of this she plans to offer workout classes at her store in New York City, in the hope that everyone in the neighbourhood will get involved. The aim is that this will give the brand a real insight into what people expect from their exercise gear.
Initially Cynthia launched things like tanks, shorts, leggings and T-shirts, but gave them a flash of pizzazz thanks to the use of bold prints. For Autumn, things like sleeveless puffer jackets and fleeces will be making an appearance. The aim is to make the line as wearable out of the gym as it is in it.
There are also some interesting things which make the offering stand out, such as lining pockets with copper to deactivate radiation from electrics carried in them. And the designer has created a gym bag too, has space for everything from a yoga matt to a water bottle.
Cynthia launched the fitness line at New York Fashion Week last September and was clear about why she was moving into the area. As well as viewing it as a great section for expansion, she wants to offer women the chance to look fabulous at the gym.
“Well, about five years ago, we started making really functional wetsuits for surfing. Wetsuits were something that I used, and realised that no one's ever really designed them thinking about what you really look like,” she told Lucky magazine at the time. “They only think about the function. That same idea has sort of evolved into fitness wear. Everyone takes for granted that that's the way fitness looks. I wanted to put the same design into fitness that I've been doing in wetsuits for awhile.”