The central idea behind Nike’s 24.7 collection is something deeply embedded in the Australian way of life: the convergence of comfort, style and movement. “I’m so blown away by how much sport and fitness is woven into everything Australians do,” says Nike’s global general manager for women’s fitness, Jaclyn Safley. “Because of that, 24.7 was created for the consumer living in Australia.”
Speaking more broadly, Safley notes that times – and trends – are changing. “Post-Covid … consumers are back in the world, living full lives,” she explains. “They’re moving and on the run,
working and training, but they are less willing to sacrifice style.
They are sneaking in a workout here, going to a doctor’s appointment there. Then, the next minute, they’re in five hours of meetings … Delivering on innovation and style that can keep up with the pace of our consumers’ [lives] was one of the most important things that we were solving with 24.7.”
The “solve” came from taking the research and technology traditionally used to develop Nike’s performance athletic apparel, and applying it to a range of everyday separates that would look appropriate, whatever the occasion called for.
Two specialised fabrications were born as a result – PerfectStretch and ImpossiblySoft – which give the freedom to move like one would in activewear, but with more comfort than traditional loungewear. The pieces are also wrinkle-resistant and sweatwicking (Dri-FIT technology is used throughout), making the collection deeply practical, not to mention an absolute godsend for frequent fliers.
These are some impressive benefits, but the 24.7 collection’s special sauce is its fashion-first silhouettes. Riffing on classic tailoring via oversized shirting, neat box-pleats and wide-legged
shapes, each piece has “dressed-up” appeal, which – when combined with the aforementioned technical benefits – genuinely raises the bar for what we should expect from our everyday wardrobes.
$150, Indy light-support padded adjustable sports bra, $50, Zenvy gentle-support high-waisted biker shorts, $85, cushioned training crew socks, $30; stylist’s jewellery. Photography: Simon Eeles/Art Box Black. Styling: Jess Dos Remedios. Hair: Madison Voloshin/Assembly Agency. Makeup: Isabella Schimid/Assembly Agency. Set Design: Natalie Turnbull. Production: Camille Peck/Eminente Creative Production.
“We’ve taken the best of [activewear] and given it a more elevated silhouette for everyday,” says Safley. “So you can look really elevated, but still have the best of all those performance benefits: comfort, fit, versatility.”
The 24.7 collection is also the closest thing to a ready-to-wear line that we’ve seen from Nike, with its 11 pieces positioned as the cornerstone of a capsule wardrobe that could work anytime
and for any occasion. The initial range may be narrow in scope, but 24.7 looks set to become part of the brand’s ongoing offering, with seasonal drops planned for southern-hemisphere autumn
and beyond. Run, don’t walk.
Related stories
Native ad body.
Native ad body.
Native ad body.
