How Sports Bras And Leggings Are Changing What It Means To Be A Contemporary Woman

Yoga pants, sports leggings Australia, crop tops, and sports bras can be found everywhere from the catwalk to cafés. COVID-19 increased the trend, with work-from-home opportunities fueling a recent rise in sales. However, the sportswear business has grown at an exponential rate during the last 10 years. While the apparel is designed for both men and women, the women's market has fuelled this amazing rise. The fad has been extensively applauded, criticized, ridiculed, and derided as the newest fashion trend in a culture preoccupied with ostentatious materialism. However, upon closer inspection, activewear plays an intriguing function in 21st-century gender identities, both confirming and opposing popular beliefs about femininity.

Activewear is appealing because it is both comfortable and useful. However, it is also intended to physically mold the body into a socially attractive hourglass feminine shape. Leggings with a high waist that sits just above the navel are promoted as slimming. They are also frequently touted as "butt sculpting," which results in the ideal "booty" that has been appreciated (though problematically) in mainstream society. Activewear promotes the idealized female form as curvaceous yet fat-free, thanks to innovative materials developed to enhance (rather than merely support) specific parts of women's bodies. And, while this idealized figure has evolved over the years — from skinny to thin and toned, to the toned hourglass — the contemporary ideal remains mostly out of reach for the majority of women.

Any athletic store will flood you with empowerment and self-help jargon emphasizing the significance of achieving a fit, healthy lifestyle with the correct gear and a good mindset. Several researchers have demonstrated how huge sportswear firms utilize rhetoric like "get moving" and "this is not your practice life" to promote women's duty for their own body care, regardless of societal or personal restrictions. Others have demonstrated how the marketing strategies of sportswear firms encourage women to utilize physical activity as a means of self-transformation and a road to a more satisfying existence. It's a kind of femininity centered on a woman's consumption and capacity to keep her own health and looks in check. As feminist sports researchers have demonstrated, society values women who are "in control" of their bodies and actively pursue femininity and health.

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