Inside India’s D2C Athleisure Boom: Comfortwear as the New Lifestyle Code

The fashion industry has undergone a massive transformation with the introduction of trends and the imitation of celebrities by the general public.

- TDG NETWORK

The rise of the D2C brands has been central to this shift, and at the heart of it lies the introduction of 'athleisure'. With its philosophy of 'one style for every occasion', it has been able to win the hearts of people across the globe.

'Athleisure' had started as a segment for the fitness enthusiasts, and now it has the whole world under its grip. People are now giving equal importance to both fitness and style, and therefore, the 'athleisure' industry is now worth billions. They are now selling their products directly to the consumers, who have now formed small communities of their own.

Athlesiure is now being sported by celebrities and influencers alike, and it has become a part of a wider fashion revolution. How has athleisure transformed the fashion domain over a short period of time? Let's have a closer look.

Earlier, brands were primarily focusing on selling products according to their prices, design, and even celebrity appeal. Now the shift has been to selling a particular way of life. They are promoting an active lifestyle, which has become synonymous with confidence, and achieving a work-life balance.

The everyday choices of people are now being driven more by comfort than by norms. They are trying to find pieces that can fit every occasion. They want to wear a comfortable pair of jeggings to both their pilates class as well as their business meeting. They are no longer fitting into the traditional expectations of their body type. As these clothes are available in all shapes and sizes, one does not have to worry about not finding clothes that are not suites to one's body type.