A REBRAND FROM ATHLEISURE
EDITORIAL
A Rebrand from Athleisure examines how athleisure evolved from functional, lived-in clothing into a performative marker of identity, productivity, and status. Set in post-movement spaces, the project reflects a cultural fatigue with optimisation and spectacle, and a growing desire for authenticity, slowness, and intentional dressing. It proposes a return to comfort as a feeling rather than a signal, where athleisure exists alongside leisure again, not as an identity, but as a quiet part of everyday life.
Together with Sonia Sierra we led the creative concept, styling, and managed location scouting and model coordination for the project.
