H&M's Alexander Wang collection brings real bodies into focus

PUBLISHED : Friday, 31 October, 2014, 5:00pm
UPDATED : Friday, 31 October, 2014, 5:02pm

It's another hot designer collaboration for fast-fashion giant H&M. Alexander Wang's line for the brand brings the ongoing sportswear trend in high fashion to the high street, and is launched on November 6 at H&M's Canton Road, Elements Mall and Langham Place stores.

Supermodels Joan Smalls and Natasha Poly star as battle-ready glamazons in the campaign, wearing techno-fabrics in Wang's ultra-modern signature style.

Cool coats cinched with big belts and slick body-con separates in breathable stretch fabrics are available for both men and women at affordable prices.

Sportiness has become a defining character of Wang's New York aesthetic, along with technical innovations in fabrics and a certain level of urban androgyny.

This campaign may be all helmets and hockey sticks, but it also features strong and toned models, which contrast with the waif-like, ultra-thin looks to which we've grown accustomed in fashion over the past 20 years.

A shift in body image might not be the objective of the many high-fashion designers leaning towards sportswear in recent seasons (we'll have more on this trend in a piece later this month). But it will be a welcome result for those who want to see the industry embrace healthier ideals of body beautiful.

Beyonce has already been tapped for an athletic-style fashion line partnership

With growing public interest in the health and fitness industry in cities such as New York, London and Hong Kong, the desire to look toned, healthy and strong has been accompanied by a greater demand for clothing to better show this off.

Just check out the fashion worn by clients at places such as Pure and XYZ here in the city. How times have changed.

Although one line at H&M is not going to change the world of fashion, this collaboration is bringing Wang's forward-thinking aesthetic to a much larger fan base. It's also much cheaper than his own lines, or his work for Balenciaga.

The accessibility will be welcomed by high street customers, and similar lines on the high street by other brands will follow. Beyoncé has already been tapped for an ongoing athletic-style fashion line partnership (not a one-off collaboration) with British retail giant Topshop.

This will be a huge deal when it's finally launched. Who knows - in time this trend might even bring a shift in the look of the bodies we aspire to.