With growing interest in health and fitness as well as comfort, fashion staple denim is being dethroned by a thriving athleisure market. Tapping into this growing move towards more flexible, multi-purpose apparel, iconic denim brands such as Levis are making their way into athleisure.

As COVID-19 has forced people to spend more time at home, one of the parts of daily life impacted has been office style. How might Zoom meetings and remote working reshape workwear in the long term? And what role can fashion play in creating a sense of normality post-lockdown?

Without the pressure to dress up for the office, comfort has begun to triumph over style when it comes to working-from-home outfits. Once a wardrobe staple, jeans are losing out to softer, looser-fitting fabrics as people’s sartorial choices reflect their desire to seek comfort in times of uncertainty.

As the pandemic pushed people to get comfortable with the virtual world, AthletaWell is capitalising on the digital boom to court interest online. The brand’s platform helps users to stay well in every way, whether that’s by offering fitness classes or mental health check-ins.