Style & ShowbizFashion

Matthew Williamson's feminine fitness line

FashionBy Sunday World
Matthew Williamson's feminine fitness line

Matthew Williamson wants his activewear line to be "feminine, ethereal, and whimsical".

The designer has collaborated with fitness label USA Pro on a capsule collection, with pieces covered in the likes of a dark snake print, a bright pink and orange psychedelic pattern and kaleidoscopic butterflies, a signature aesthetic for the star.

“This print is a favourite of mine, it was developed around 2007 and it represents everything that I am about as a designer," Matthew smiled to WWD of the butterfly design. "I think it’s optimistic, feminine, ethereal, and whimsical - it’s a positive motif that I often have fond memories of creating. So we’re now trying to establish this pattern as a brand signature. An example is that when you buy online now, you get the pattern on the box.”

There are 10 pieces in the line including tank tops and sports bras, all of which are premium quality that the British fashion mogul hopes will stand out in the market. He paid extra special attention to the small details when creating the range, such as tape inside the leggings to ensure they fit right.

This may be the first time Matthew has dipped his toes into the world of sportswear but now he's got into the swing of things, there's no looking back.

“I’m no expert in sportswear, but USA Pro are experts in the field, so this was a project I was keen to do," he added. "There are a lot of technicalities involved with the fabric alone, so I worked with the team, who are obsessed with the technological side of creating the clothes, to make sure that ours are really good quality because there’s so much out there."

He hopes customers will feel "in control" while wearing his designs, which are available to pre-order online now before launching in stores from 20 June (16).

Prices range from $95 (£65) to $204 (£140).

Cover Media