Net-a-Porter? More Like Net-a-Sporter


Further suggesting that yoga pants are the new cocktail dresses, Net-a-Porter is getting a chic activewear extension called — naturally — Net-a-Sporter. The site will launch on July 9. Company president Alison Loehnis told The Telegraph,

The initial idea for Net-a-sporter only came about six months ago ... We already carry some great activewear brands, such as Adidas by Stella McCartney, Lucas Hugh and NIKE and we wanted to build on our offering and broaden our buy to create a dedicated category for sport. We did a lot of research with our customer base and discovered that there is an increasing desire for all things fitness-related and that women across the world are becoming more and more active.

Among the 37 labels to be sold are tennis line Monreal London, activewear brand Live the Process (pictured above), dancewear from Ballet Beautiful, and Jawbone bracelets. Lisa Marie Fernandez and Zimmermann have also created capsule collections exclusively for the site. Said Loehnis, "We know that a lot of women are exercising and heading straight from their yoga or ballet class to breakfast with friends without changing. With this in mind, we have developed a category called 'après sport' designed for those who want to look incredibly stylish after their workout." Or, as those of us who don't work out call it, "avant sitting on the couch."