Fila is worn by everyone, from on-trend Gen Yers to suburban dads to world-famous tennis stars. But this year marked a turning point for the label, as it showed its first Milan Fashion Week collection. How did formerly out-of-vogue sportswear labels reclaim their spot in fashion’s big league?

‘Casual culture’ may once have been associated with the unsavoury side of football fandom, but big-name brands that previously would have nothing to do with the movement are now wanting a piece of the action. Why are both shoppers and luxury labels buying back into this cultural phenomenon?

Once reserved for the gym, sports bras are increasingly being worn by women in their everyday lives as they reject lingerie in favor of comfortable underwear. In the wake of the #MeToo movement and as gender norms shift, traditional ideas of what’s ‘sexy’ and how much that matters are being called into question.

Between work, social, and home commitments, many Gen Yers lack spare moments for themselves. So, they’re searching for outfits that look good and function well in a variety of settings. Outdoor Voices is catering to this demand with a flattering and interchangeable line of stylish activewear.