Style & ShowbizFashion

Mara Hoffman's sporty new direction

Mara Hoffman's sporty new direction

Mara Hoffman is expanding into activewear.

The designer is known for using exuberant print and colour, which has proved popular in her 15 years of producing ready-to-wear lines and swimwear.

Next month a new sportswear range will be coming to stores and Mara felt it fit perfectly with her current offering.

“It was easier for us to do active than to do bags. The collection celebrates the body, health and fitness," she reasoned to WWD.

“We’re focusing on our strength of engineered prints."

There will be patterned leggings, both long and cropped, tank tops, shorts and bra tops on offer. Customers can also expect athletic loungewear in the form of sweaters, jogging bottoms and T-shirts and a printed yoga mat for on-the-go. Pieces will retail between $55 and $110.

Sportswear is a huge market right now, with many brands expanding into the sphere. Last month Elie Tahari announced it was moving into active gear and other labels including Rebecca Minkoff and Cynthia Rowley are hot on his heels.

For Mara, it just seemed like a smart business move.

“There’s a lot going on in the active space right now,” she reasoned.

“The company is growing so much and we’ve always done things cautiously, with great care and strategy.”

The designer will also relaunch her e-commerce site at the end of the month, incorporating the activewear range. Her brand also vows to put more time into its social media efforts, connecting with customers virtually via the internet.

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