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Yoga? Pilates? Wellness!
Long gone are those days of “going for the burn” and whilst achieving
fitness can still demand a little of the “no pain no gain” (or loss!)
attitude, there has been a dramatic growth in the gentler approach.
Yoga is a vast industry, but it is more now than a fitness alternative, it is an entire lifestyle approach.
Embracing mental attitude, diet, breathing and general health, yoga has long been evolving as a disciplined way of life. Long before Madonna decided it was a far better alternative to running and power work outs. The choice of choice of yoga styles is now vast and the target audience well educated on its benefits. And of course, real men do enjoy yoga! The traditional mindset of yoga is not for everyone however.
Pilates, to the uninitiated may seem very similar, but this is simply not the case. For many it is seen as a rehabilitation method, many instructors have a background in osteopathy for example, and indeed this is how pilates originated. But for others it has been sold as the ultimate way of achieving the well toned, posturally correct body. According to leading Stott Pilates Instructor at the Bliss Studio, Teejay Sogunro, “Pilates takes a holistic approach and uses the modern understanding of the body and its biomechanics to create well balanced fitness. As a result, there are referals from medical specialists as well as people choosing Pilates for fitness. We are seeing more and more people coming to train using Pilates equipment in preference to our yoga classes.”. A growth in specialist pilates studios has been taking place, with punishing equipment such as The Cadillac and Reformer the essentials, but more general matwork classes are now very much part of the every day fitness scene. What links both of these techniques is a new and critical word in active lifestyle.Wellness.
There is no doubt that as life has become more demanding, time less disposable and tress more punishing, a holistic approach is the key. Aromatherapy is now an everyday word – even when it comes to supermarket basics such as floor polish! In terms of kit, a basic mat or swiss ball are essentials and the mainstay of most consumer classes. But the big focus is on apparel and, more increasingly, footwear. Gone the leggings, crop tops and lycra leotards, it’s all about movement, free expression and comfort. Performance and, more than ever, organic features and fabrics are amongst the must haves, with styling critical. Described as a “haven for every woman’s activewear needs”, sweatyBetty is experiencing these active lifestyle choices and giving women exactly what they want through their 20 boutiques, website and concessions in Selfridges and House of Fraser.
Tamara Hill – Norton, is the founder and joint Managing Director of this highly successful chain of activewear outlets which started just eight years ago as a cult London boutique and has now transformed into a nationwide chain with a recognisable brand of its own.. sweatyBetty is the antithesis to all that is masculine and undesirable to women in the sportswear market - all merchandise is designed specifically for women and is beautiful yet practical.Hill-Norton is a keen eyed buyer and so sweatyBetty showcases niche and exclusive brands as well as the sweatyBetty label designed by her, all of which provide, as their catalogue states,“style with function to make you look hot, hot, hot!” “Alturism continues to be an aspiration” is the message from nuala, the fashion lifestyle collection by Christy Turlington and PUMA. For anyone not in the know, nuala is an acronym, representing natural-universal-altruisticlimitless- athentic. It combines Christy Turlington’s fashion expertise and devlotion of the philosophy of yoga. For the Spring 2006 season, nuala has joined forces with The ONE Campaign, a movement to fight the emergency of global AIDS and extreme poverty. Again reflecting the growing importance of awareness of self and environment in a holistic lifestyle.
The brand has created a limited edition enamel key ring that features the company logo on a white background with the inscription, CHRISTY TURLINGTON AND PUMA FOR ONE, on the reverse side. Through this program, 100% of the proceeds of the nuala Key Ring will benefit The ONE Campaign and its life-saving efforts. For more information about The ONE campaign, please visit www.one.org.
Benessere is Fila’s beautiful new response to union of mind, body and spirity and draws its inspiration from yoga and the brand’s global pursuit of personal fulfilment. Technical performance is fused with therapeutic features such as organic cottons in apparel and BAYSCENT aromatherapy technology in footwear. It’s all about adding experiential quality to performance. Product, such as the Elementi shoe, is designed using key elements from Fila’s sports heritage, to ensure protection and comfort and this is complemented by the natural properties of materials such as coconut, copper, even aloe vera.
