Introducing Net-A-Sporter

Net-A-Porter is launching a sporty little sister site, Net-A-Sporter. See what they did there?

Net-A-Porter is expanding its luxury fashion empire with a new website section dedicated entirely to sportswear. The sporty little sister, Net-A-Sporter (geddit), launches on July 9th.

But this is no JJ Sports/ Kappa/ Kangol offering. N-A-S will stock 37 luxury activewear brands (including Bodyism, Ballet Beautiful and L'Etoile Sport) in an edit carefully curated by renowned senior buyer Candice Fragis. And it’s not all fancy yoga gear either, FYI, as every sporting discipline, no matter how niche, is catered to. Anyone for sailing? You’ll want to pick up some Musto with your Miu Miu, then.

"The initial idea for Net-A-Sporter only came about six months ago," Net-A-Porter president Alison Loehnis told The Daily Telegraph. "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."

Wanting to look good while you work out is no new phenomenon - some celebs have effectively made a living out of the practice. But as Dior launches trainers and Chanel showed entire extreme sports ensembles on their couture catwalk (knee pads and all), it seems our fascination with gorgeous, luxury sportswear seems to be hitting an all-time high.