The Perception of Athleisure Trend for a Denim Brand: The Case of Mavi

The pandemic period and its aftermath have led to a shift in the interaction between work, home, and social activities, resulting in the adoption of a more flexible lifestyle. Consequently, this change has also influenced daily clothing preferences. Furthermore, an increased tendency towards engaging in physical activities in outdoor environments has been observed following prolonged periods spent indoors for work and home life. This has facilitated the emergence of comfort, functionality, and multitasking features as fundamental needs in clothing preferences. Additionally, the growing inclination towards sports and physical activities has necessitated the incorporation of protective qualities in garments against environmental conditions. Thus, the concept of Athleisure clothing has emerged as a combination of daily, sportswear, and active attire, meeting the requirements of comfort and style for both sports and casual wear. Athleisure clothing represents a mega trend, which offers versatile garments that can be worn in various life domains. The primary objective is to provide users with clothing items that allow multiple applications. Thus, functionality takes precedence in clothing products. In this context, the purpose of this study is to conduct an in-depth examination of the design, fabric, and accessory characteristics of the collections created for Mavi, a denim brand, drawing inspiration from the Athleisure mega trend. Within the scope of the research, the innovative aspects, design qualities, as well as research and development studies of outerwear, knitwear, woven, and activewear product groups have been examined in line with the determined objectives. The necessary data for the research were obtained through source (visuals, text, products) review, and an observation-based content analysis method was employed. The products produced by Mavi within the context of the Athleisure trend were visually examined, and the details of the product development process were conveyed. The study will provide valuable insights into how leading fashion brands incorporate current trends into their collections.