Ben Wang, October 27th, is now the best time for Athleisure (sports and leisure). Sporting brands continue to introduce designer cooperation funds to collect money; through the use of limited edition sales, resellers have created an extremely active secondary market. Many companies that have made Shirod Ince have seen a million-dollar resale profit. Emerging sports brands have been on the rise, from the Swedish sneaker brand Eytys, which is popular in Europe, to the Chinese original design KKtP, which took to the show. ▲ Valentino Sneakers But by this season, we should really let go of the Raf Simons mesh robot and Rick Owens Kurdish, and think about the real trend of the sport. ▲ Isable Marant Bayley As Athleisure dominates the streets, more brands have opened up a separate line of sports products. The question then arises. How long can the movement trend be strong? At the same time when sales are optimistic, high-level officials have expressed their concern about the future of Athleisure. ▲ Acne Studio Sneakers Tod's Group will divest its brand of luxury sports shoes, Hogan, and believe that it is difficult to grow into an international brand in the short term; Tisci, who is well-versed in the street style, intuitively regains the sense of “scarcity in the market†and regains the definition of sex; Mickey Drexler, CEO of the high-end market J.Crew Group, predicts that retailers will become tired of sports and decide to abandon the sports product line. ▲ Chanel 2014 spring summer advanced customization Athleisure's pandemic in the street ecology changed the top-down approach of high-fashion fashion and subverted fashion circles with functional and comfortable universal needs. Ironically, tens of millions of assets have been invested in the development of the Athleisure product line, but the performance in the technical field is not satisfactory. ▲ Maison Margiela Sneakers In fact, the vast majority of its high investment is devoted to paying for the expenses of star designers and the development of decorative methods. From the rugged style of running suits and running shoes, to the enthusiasm of yoga sneakers on the streets of the United States, and to the decoration of sports products by high fashion brands, the cart before the horse is degraded due to functional considerations. ▲ Dior Fusion Earlier in the Spring/Summer 2014 Haute Couture Week, France's two fashion empire's favor for sports shoes made the fashion circle's frontier for sports shoes soaring. Under the circumspection of the buyers and the fashion media, it seemed that we really welcomed the sport. The seamless connection between products and high fashion. ▲ Hermès Spring 2016 Sneakers But think about it, if the foot is the sky-high price of Chanel suede sneakers, it's only a trot to get a panic, not to mention a functional breakthrough. Fashion brand indiscriminately "imported" from sports products, creating a thick muffin bottom under the DKNY sports shoes. Such strange distortions that are neither beautiful nor anti-ergonomic, the profit brought by the short-term popularity of the division, the design of the fashion design can not be put down, but also the form of Athleticsure cannot be cold, and the fashion sports shoes are not in the market. The strange flowers and plants that are placed at the disposal are even a bit ambiguous. ▲ Adidas Designer Cooperation In terms of sports shoes, it just needs to focus on professional sports shoes and the casual Evergreen models of several mainstream brands, but not Chanel embroidered shoes or Dior Fusion. After the wave of retreat, when sports brands use the classic series to achieve sustainable returns, the more time-sensitive fashion sports products will likely become unattractive after the season has passed, and will even need to clear inventory to seriously jeopardize the expected profits. At the same time, the fashion brands do not have the mobility to compete with the sports brands in terms of production capacity. In the case of fluctuations, the production supply of the whole body has a very long period and unpredictable risk costs, and it is even more difficult to push for new sales. . ▲ Dior Fusion From the aesthetic fatigue of elitism to the streets, and then return to the high-end definition in the golden age of the audience. The return of sports from the definition of comfort to the luxurious form of decoration has already hinted at a new way out of the challenge of homogenization – if sport is treated as an independent aesthetic element, without emphasizing or even weakening functionality? This looks a bit crazy, but it already has Many brands have made choices in this regard. ▲ Nike Dunk Heels After adidas designers no longer have the remarkable functionality of sports shoes, Nike launched the amazing high-heeled Nike Dunk series and put it into the market. Behind the seemingly dangerous blade of Adidas' cooperative series is the same dangerous and outstanding business considerations. You know, Owens' knee-worn collaborations simply cannot get into the gym, but only the wearing of trend idols is already possible. Make countless fans pay. Essentially speaking, Athleisure is not about being more comfortable and practical, it just means that there are many signs of new differences and tides, or how many stars are worn. The dizzy Owens imitation on an e-commerce platform in China has proved this kind of cartwheel inversion and the distorted appeal of the star industry. ▲ Christian Dior Air-Pumps Intuitively, Raf Simons introduced breathless high-heeled shoes after Dior Fusion. Leather pointed shoes use technology air cushions as a waterproof platform. Afterwards, the traditional horseshoe is still used, and air cushion shoes are embedded in high-heeled shoes as aesthetic elements. At the same time, modernism greatly reduces the weight of the platform high heels and the pressure on the forefoot. Before the high-heeled comeback again, Simons's thoughts made the buffer for both the brand and the wearer effective buffer, very clever. 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