Fashion’s Fitness Takeover Is Just Getting Started

September 5, 2024

On a typical sunny Malibu morning in late December 2023, a reserved Kaia Gerber stands on a beachside patio, decked out in all-black fitness gear. Shot by Hedi Slimane himself, the model is in head-to-toe Celine, from the shiny leather baseball hat and oval sunnies to her fur-lined boots. The notable accessory, however, is the workout mat slung casually over her shoulder, logoed out in the label’s signature Triomphe symbol, serving as a subtle signal of Celine’s new Pilates collection, which is available for purchase in October 2024. And, no, the brand didn’t stop at conspicuously printed mats and bike shorts. The installment’s pièce de résistance includes an elaborate wooden reformer, complete with calfskin handles and sterling-silver hardware. (The price has yet to be released on the equipment, but considering a trinket bowl is priced at $410, it’s safe to assume the reformer will not be a bargain buy.)

While a first for Celine, this new wellness-focused foray is actually one of many similar moves made by luxury design houses over several decades. TZR